Nexxen Launches Smart TV Home Screen Ad Capability

Nexxen has launched Smart TV home screen advertising across Australia and the wider APAC region, with availability in Australia, Singapore, Malaysia, and the Philippines. The capability is delivered in partnership with V (VIDAA) and is powered by Nexxen’s demand-side platform, Nexxen DSP. Advertisers can buy Smart TV home screen inventory on VIDAA-powered Smart TVs across APAC and selected global markets. VIDAA’s operating system powers more than 50 million Smart TVs across more than 180 markets. The rollout reflects a shift from traditional in-stream ads toward premium placements on the home screen, where viewers browse apps, recommendations, and content libraries before choosing what to watch.

"Advertising technology platform Nexxen has launched a first-to-market Smart TV home screen ad capability across Australia and the wider APAC region, as media, marketing and advertising experts increasingly agree that the "home screen reigns supreme". Recent Australian Communications and Media Authority (ACMA) data shows 68 per cent of Australian adults now use streaming services to watch content, with the home screen emerging as a key battleground for audience attention before viewers even press play."

"Launched in partnership with V (VIDAA), the innovation reflects how programmatic advertising is moving deeper into the connected TV ecosystem, with brands looking to engage audiences at the earliest stage of the viewing journey. Nexxen's 'TV Home Screen' capability is powered by its demand-side platform, Nexxen DSP, and is now live across Australia, Singapore, Malaysia and the Philippines."

"Through the offering, advertisers can access Smart TV home screen inventory on VIDAA-powered Smart TVs across APAC and selected global markets. Developed by V, the VIDAA operating system powers more than 50 million Smart TVs across more than 180 markets worldwide. The move comes as industry attention shifts beyond traditional in-stream advertising, with home screen placements increasingly viewed as premium real estate in the streaming experience."

""The TV experience doesn't start with playback, it starts on the home screen. In today's world, that is TV. It's where discovery happens, where decisions are made, and where attention is at its highest," said Guy Edri. "For partners and advertisers, it's not just an entry point, it'"

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