"Many factors make the CTV home screen a powerful ad opportunity. In a recent study of senior ad buyers with a $1m-plus CTV spend, 70% said CTV data sparked effective ideas, and 84% linked creativity to business outcomes on one of advertising's most lucrative channels. This winning blend of science and art is most evident on the CTV home screen, 2026's hero spot - and a unique gateway that sparks action before a show has even started."
"In many ways, the CTV home screen is becoming 2026's digital equivalent of the 'gold spot' in cinema advertising. Ads here guarantee high visibility to a multi-household audience, with built-in capacity for rich, immersive storytelling. The home screen is also a shop window for other major '26 trends, including localised targeting and the comeback of the mass-audience moment. All of which will drive unprecedented demand from cross-sector brands and agencies, as we head into CTV's most advanced era yet."
Nearly half (48%) of viewers turn on their smart TVs without a clear idea of what to watch, making the CTV home screen a powerful discovery and receptive ad environment. Seventy percent of senior ad buyers with $1m-plus CTV spend said CTV data sparked effective ideas, and 84% linked creativity on CTV to business outcomes. The CTV home screen is positioned as 2026's hero ad spot, delivering high visibility to multi-household audiences and enabling rich, immersive storytelling and interactivity. Programmatic and general market access is expanding inventory to retailers, automakers, grocery brands, and other cross-sector advertisers. Ad innovations such as 3D units and shoppable ads, along with localised targeting and renewed mass-audience moments, will drive unprecedented demand as CTV advances.
Read at The Drum
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