Nexxen has reported more than 8.1 million advertising impressions from a connected TV (CTV) campaign in Canada for a global big-box retailer, working with media agency Brainlabs. The campaign used Nexxen TV Home Screen placements on Hisense smart TVs powered by V OS, formerly VIDAA, to build brand awareness ahead of a major international soccer tournament.
According to Nexxen, the campaign reached more than 516,000 unique viewers. It used Home Screen Hero and Banner placements to expose audiences to the retailer’s advertising when they turned on their televisions, before selecting a programme or streaming service.
The results offer a case study in how advertising technology companies are extending CTV inventory beyond conventional in-stream video. Rather than relying exclusively on advertisements inserted into streaming content, home screen formats position brands within the television interface itself, creating another opportunity to reach viewers during the transition from device activation to content discovery.
How Nexxen TV Home Screen Works
Nexxen TV Home Screen provides advertising placements on the smart TV home screen. For this campaign, the company used Home Screen Hero and Banner formats across compatible Hisense televisions running V OS.
The placements were designed to establish visibility as viewers switched on their TVs. This differs from mid-roll advertising, which appears during video consumption, and pre-roll formats, which run before content begins.
Brainlabs described the campaign as an initial test of the format for its client, with the international soccer tournament providing a high-profile occasion to explore its potential. The agency indicated that the experience could influence its media planning for future major events.
Nexxen did not disclose the campaign’s total spend, cost per thousand impressions (CPM), viewability measurements, completion rates or incremental brand-lift results. The reported figures therefore demonstrate campaign delivery and audience reach, but do not independently establish changes in awareness, purchase intent or sales.
Market Landscape
CTV advertising has expanded the range of digital inventory available to advertisers seeking television audiences. Smart TV home screens add another layer to that ecosystem, placing advertising within the operating-system interface rather than exclusively inside streaming applications or video programming.
For advertisers, the format creates an opportunity to establish visibility around major cultural and sporting events. Brands can use prominent placements to supplement CTV video, display and other digital channels, potentially reaching viewers before they commit to a particular viewing destination.
For agencies, home screen inventory introduces another consideration in cross-channel media planning: how to balance reach, frequency, context and cost across different CTV environments. Nexxen’s reported campaign included both Home Screen Hero and Banner placements, although the company did not break out delivery by format or explain how frequency was distributed across viewers.
Smart TV manufacturers and operating-system providers also occupy an important position in this market. Their interfaces can serve as advertising surfaces, giving technology platforms another route to commercialize connected television audiences.
However, home screen advertising is not directly interchangeable with in-stream video. The formats appear at different moments in the viewing journey, and their effectiveness should be evaluated against campaign objectives and comparable measurement standards.
Strategic Outlook
Nexxen’s results highlight the potential role of smart TV interfaces in campaigns built around major sporting events. The reported 8.1 million impressions and 516,000-plus unique viewers provide initial delivery indicators, while the agency’s comments suggest an interest in testing the format again during future tentpole occasions.
The next question for advertisers is whether this visibility translates into measurable incremental outcomes. Transparent reporting on reach overlap, frequency, brand lift, cost efficiency and downstream actions would help buyers compare home screen placements with other CTV investments.
For Brainlabs and other media agencies, the format may become a useful addition to campaign planning when broad awareness is the primary objective. Its long-term adoption will depend on inventory availability, audience targeting, measurement quality and evidence that the placements contribute value beyond existing media channels.
The campaign illustrates how CTV advertising is evolving beyond video breaks into the television interface itself. Further performance data will be needed to determine how consistently that additional inventory delivers incremental audience reach and business impact.
Top Insights
- Campaign delivery: Nexxen reported more than 8.1 million impressions in Canada.
- Audience reach: The campaign reached more than 516,000 unique viewers, according to the company.
- New CTV placement: Home Screen Hero and Banner formats appeared on Hisense smart TVs powered by V OS.
- Agency experimentation: Brainlabs described the activation as a test for a major sporting-event campaign.
- Measurement gap: No spend, CPM, brand-lift or incremental-conversion figures were disclosed.
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