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📺 The Smart TV Home Screen Becomes the New “Holy Grail” of Advertising
According to a report by LG Ad Solutions, the Smart TV (CTV) home screen has become the most valuable advertising placement, replacing the traditional “first position in the ad break.”
The home screen is described as the “heart of CTV,” where users spend about 10 minutes before choosing what to watch.
71% of viewers are willing to learn more about a brand after seeing an ad on the Home Screen, and 51% say they pay attention to those ads.
Home Screen advertising outperforms standard formats:
📌 average attentive viewing time is 7 seconds — higher than skippable pre-rolls;
📌 attention levels are 16% higher, and ad ratings are 27% stronger than typical digital placements;
📌 interactive features deliver a 3.9x lift in awareness, while creatives with a call to action can increase purchase intent by up to 15x.
LG Ad Solutions also reports a 60% year-over-year increase in the number of advertisers using the Home Screen.
