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.
Research from the ACMA found streaming services are now the most popular way Australians watch content, with audiences spending more time browsing apps, recommendations and content libraries before choosing what to watch. For advertisers, that browsing moment is becoming one of the most valuable touchpoints in the connected TV 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’s the most valuable moment to connect with audiences at scale.”
Josif Zanich added that the rise of Smart TV home screen advertising presents a major opportunity for brands looking to connect with engaged viewers in a measurable way.
“The Smart TV home screen creates a prime opportunity for brands to get in front of leaned-in audiences,” he said.
“By pairing this premium inventory from V, one of the leading and most widely adopted platforms in the Australian market, with Nexxen’s unique data and advanced TV capabilities, advertisers can plan, activate and measure campaigns within a single platform, unlocking smarter audience engagement and ultimately driving full-funnel performance.”
Nexxen said the OEM inventory available through Nexxen TV Home Screen is expected to continue expanding in the coming months.
