“It is like the billboard in the living room, the first thing you see when you turn on the television.”
Chance Johnson
President at Nexxen
Every time a TV turns on, the home screen is the first thing viewers see. Chance Johnson, President at Nexxen, calls it the billboard in the living room. Entertainment brands have bought it for years, but most other advertisers still don’t know how, or which KPIs to judge it by. His answer is to meet buyers where they are. By fitting a standard CTV ad into the home screen, advertisers can test the format with the creative and KPIs they already have.
From there, it’s a step-by-step path: get comfortable with the format, see the performance and the results, and only then move into custom creative, where home screen can be “much more impactful”. For a format most brands have never touched, a familiar first step is what turns curiosity into a real test.
