Connected TV is no longer just an extension of linear; it’s becoming a decision-making environment in its own right. As audiences fragment across AVOD, FAST, BVOD, and SVOD, brands are looking for formats that can deliver both scale and outcomes. Increasingly, that attention is turning to the CTV home screen.
The home screen is the first thing viewers see when they switch on their TV. It’s where content choices are made, apps are launched, and viewing sessions begin. This makes it one of the few CTV environments that naturally sits across the funnel, driving awareness through premium visibility, consideration through relevance, and action through immediacy and intent.
Throughout the CTV ecosystem, advertisers are rethinking how they plan and measure success. In-stream video remains powerful, but it often appears once a viewer has already committed to content. Home screen formats, by contrast, operate at the moment of choice, when viewers are open to discovery and brands can influence outcomes without disrupting the viewing experience.
What’s also changing is how performance is defined on CTV. Brands are now looking beyond impressions and completion rates to signals like app launches, viewing time, incremental reach, and exposure-driven action. The home screen plays a key role here, particularly when combined with broader brand activity, data-led targeting, and simplified buying paths.
As CTV continues to mature, the opportunity isn’t about choosing between brand and performance. It’s about understanding how native formats like the home screen can connect the two, adding a new, measurable layer to the CTV media mix.
To learn more, watch the full panel from the Future of TV Advertising event in London, featuring speakers from TiVo Ads, UM, TV4, LG Ads, Tubi, and Halford Media Advisory:
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