🛍 Home-Screen CTV Advertising Is Twice as Effective

82% of people, even when using TV, don’t know what they are going to watch and spend up to six minutes choosing. Home-screen ads allow advertisers to contextually guide viewers toward content.

An ad campaign by a streaming service on Xumo devices showed that viewers who saw ads on the home screen were 142% more likely (2.42×) to sign up. 47% of all sign-ups during the campaign were driven by this format.

Home-screen advertising is perceived more positively because it is less intrusive and more visible than traditional ad breaks or banners. 58% of respondents said such ads “fit in organically” (compared with 50% for standard video ads).

59% also considered it a more unique and novel format (compared with 44%).