Nexxen and H/L Partner To Drive Smarter CTV Advertising Performance

As connected television continues to reshape how audiences consume content, advertisers are rethinking how they reach viewers whose attention is increasingly fragmented across platforms and devices. Nexxen and H/L are partnering to address this shift, combining advanced data, signal driven insights, and modern buying strategies to help brands navigate the expanding CTV ecosystem more effectively. The collaboration underscores why CTV has become a central focus for marketers seeking measurable outcomes rather than broad exposure.

Nexxen, a global advertising platform with deep expertise in data and advanced TV, is working with H/L to help advertisers adapt to the realities of today’s viewing environment. By leveraging Nexxen demand side platform and insights, H/L has delivered conversion lifts of up to fourteen times for clients across multiple verticals, demonstrating how signal backed CTV strategies can outperform traditional approaches.

The timing of the partnership reflects broader shifts in media consumption. In 2025, streaming surpassed the combined share of broadcast and cable television for the first time, accounting for nearly forty five percent of total TV usage. At the same time, free ad supported streaming TV channels have grown rapidly, with monthly viewership rising by roughly twelve percent year over year and session lengths increasing. As second screening becomes more common, advertisers face greater difficulty capturing attention with untargeted, reach first media plans.

“At H/L, we’ve strategically embraced this evolving CTV landscape, leveraging our partnership with Nexxen to transform the way we approach Connected TV advertising,” said Jeremy Cobb, Vice President of Digital Platforms at H/L. “By tapping into Nexxen’s advanced insights, we’ve crafted a strategy that blends premium inventories and custom placements for initial viewer activation, with cost effective long tail.”

Rather than optimizing around traditional CPM metrics, H/L has focused on cost per unique reach, blended frequency management by app, and down funnel business outcomes. This approach has enabled clients in categories such as automotive and insurance to achieve significantly higher conversion performance compared with conventional CTV programs. These gains have been validated by marketing mix modeling partners, reinforcing the effectiveness of more precise, outcome driven media strategies..

“Navigating the new CTV landscape requires knowing who’s truly paying attention and managing ad frequency with precision,” said Kara Puccinelli, Chief Customer Officer at Nexxen. “That’s why agencies are leaning into advanced measurement, balancing high attention placements with cost efficient reach. Nexxen DSP combines buying power with supply side insights to help advertisers target actively engaged viewers, not just where they watch, but on what they watch.”

Media owners are also playing a role in enabling smarter CTV buying. Platforms such as Philo and DIRECTV Advertising are working with Nexxen to surface high value inventory and contextual signals that support more informed decision making.

“CTV remains one of the most impactful ways to connect with audiences, particularly while watching content they’re passionate about,” said Aulden Kaye Yi, Head of Advertising Partnerships at Philo. “Working with Nexxen allows us to surface our inventory with granular audience and contextual signaling, which enables partners like H/L to connect effectively with Philo’s viewership and deliver results.”

As live sports and premium programming continue to migrate to streaming environments, the partnership between Nexxen and H/L highlights how data driven CTV strategies can help advertisers cut through fragmentation. By aligning attention, measurement, and outcomes, the collaboration reflects how the next phase of CTV advertising is being defined by smarter execution and demonstrable performance.