Nexxen executive: CTV's future hinges on home-screen inventory and standardization
· 1h ago · Originally reported by Digiday
A Nexxen product executive argues in a Digiday op-ed that CTV advertising has over-prioritized in-stream video while overlooking the smart TV home screen, where viewers spend increasing time before pressing play. She points to this year's NewFronts as evidence that home-screen placements are gaining prominence. The piece calls for greater standardization across CTV formats.
Why it matters
Home-screen inventory could become a major new ad surface as streaming habits shift, and standardization would make it easier for buyers to transact programmatically.
Explain it like I’m new here
TV screens are like a store entrance — brands used to only care about what happens inside (the show), but now the front display where people browse is becoming prime ad space too.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Upfronts
Upfronts are annual events and negotiations, mainly in the US, where TV networks and streaming services present upcoming programming and advertisers commit budgets in advance for the coming season.
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