Why CTV's evolution has made the home screen the place where discovery meets intent

"Advertisers know better. And yet, they can't resist the nostalgic temptation to view CTV simply as linear TV, albeit with faster, bigger distribution pipes. Nearly half of viewers power on their televisions without knowing what they'll watch. This moment of openness represents valuable real estate in modern advertising. The home screen's virtues go beyond size or prominence, due to the mindset it captures. It has evolved from a simple navigation tool into a critical decision point where discovery, intent and action converge."

"Many in the ad industry haven't fully grasped that the centrality of the CTV home screen makes it a perfect vehicle for directing attention. And that means there are opportunities for advertisers who grasp, right now, that CTV is where the eyes are - it requires an attitude adjustment. It's about a fundamental reimagining of how brands connect with audiences at their most receptive moment: when they turn on their TV."

"Technology should enhance, not interrupt, the viewer's experience. The home screen embodies this principle. Unlike traditional ad pods that viewers tolerate in exchange for free content, home screen advertising exists at the intersection of content discovery and brand connection. When TiVo analyzed identical ad formats across different markets, the company discovered something revealing: U.S. campaigns outperformed European ones by 10x, despite using the same technology and placements."

Advertisers often treat CTV simply as linear TV, overlooking the distinct psychology of the CTV home screen. Nearly half of viewers power on televisions without knowing what they'll watch, creating an open moment for discovery, intent and action. The home screen has shifted from a navigation tool into a decision point that can direct attention when approached with relevant creative and respectful targeting. Home-screen advertising should enhance rather than interrupt the viewer experience. Creative relevance and viewer trust substantially increase engagement, as evidenced by market differences tied to helpful promotions versus fatigue from service overload. Targeting succeeds only when aligned with the viewer's receptive mindset.

Read at Digiday