Nexxen, a global advertising technology company recognized for its expertise in data and advanced TV, has introduced a groundbreaking innovation by becoming the first to enable programmatic activation of native Smart TV advertising worldwide through its demand-side platform, Nexxen DSP. This milestone effectively unlocks a new category of premium inventory for brands seeking to reach audiences where and when their attention is highest: the Smart TV home screen.
According to Nielsen, viewers can spend as much as 10.5 minutes browsing their Smart TV’s home screen, deliberating over their next selection. This extended period in a visually prominent digital environment gives advertisers a unique opportunity to engage audiences right at a key decision-making moment, when users are most open to influence. Historically, tapping into this native ad space was cumbersome, as the lack of standardized ad specifications across various original equipment manufacturers forced ad buyers to activate these units manually via ad servers a fragmented and often slow process. Nexxen has now solved this problem by directly integrating its DSP with its supply-side platform, transforming Smart TV native ad activation into a streamlined, programmatic capability.
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Kenneth Suh, Chief Strategy Officer at Nexxen, explained the strategic value of these placements, saying, “Smart TV native placements sit at the gateway to content at the moment that viewers are more open to influence. By layering Nexxen’s unique data and targeting tools, we can match the right message to the right household in real time. And because it all runs through our unified platform, advertisers can clearly connect exposure on these placements to campaign outcomes.” Suh emphasized that Nexxen’s approach makes the activation process quick and simple for brands, enabling them to focus on results, with the platform itself handling complex operations.
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At launch, the programmatic supply is available exclusively for native Smart TV advertising inventory powered by VIDAA, the operating system found on major OEM brands such as Hisense and Toshiba. This supply can be further enhanced by Nexxen’s unique targeting data, ensuring brands can reach both new and known audiences with greater accuracy. Guy Edri, CEO of VIDAA, highlighted the growing strategic importance of home screen placements, especially as consumers increasingly use them for content discovery, particularly during cultural events and large sports moments. Edri remarked, “Nexxen’s innovation is making activation in this highly visible environment easier for both sides of the marketplace, while opening up new advertising demand for TV manufacturers”.
Nexxen’s announcement signals the arrival of a new, streamlined native Smart TV marketplace, with plans to expand partnerships with additional OEMs, and cements the company’s pioneering status in the evolving connected TV ecosystem.
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