Nexxen brings Smart TV home screen advertising to APAC

Nexxen is rolling out Nexxen TV Home Screen across Asia Pacific, enabling advertisers to programmatically activate native Smart TV home screen inventory through its demand-side platform, Nexxen DSP.

The capability is now live in initial APAC markets including Australia, Singapore, Malaysia and the Philippines. According to Nexxen, the offering gives advertisers access to Smart TV home screen units on VIDAA-powered Smart TVs across APAC and selected global markets.

VIDAA OS, developed by V, currently powers more than 50 million Smart TVs from leading brands in over 180 markets globally.

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The launch is aimed at helping advertisers reach audiences at the point of discovery, before content playback begins. By combining premium Smart TV home screen placements with Nexxen’s data and advanced TV capabilities, the company said advertisers will be able to plan, activate and measure campaigns within a single platform.

“The TV experience doesn’t start with playback — it starts on the home screen. In today’s world, that is TV. It’s where discovery happens, where decisions are made, and where attention is at its highest,” said Guy Edri, chief executive officer, V.

“For partners and advertisers, it’s not just an entry point — it’s the most valuable moment to connect with audiences at scale,” he added.

Meanwhile, Josif Zanich, managing director, JAPAC, Nexxen, said the Smart TV home screen presents a strong opportunity for brands to engage viewers in a premium environment.

"The Smart TV home screen creates a prime opportunity for brands to get in front of leaned-in audiences,” said Zanich. “By pairing this premium inventory from V, one of the leading and most widely adopted platforms in the Australian market, with Nexxen’s unique data and advanced TV capabilities, advertisers can plan, activate and measure campaigns within a single platform, unlocking smarter audience engagement and ultimately driving full-funnel performance.”

Nexxen added that the OEM inventory available through Nexxen TV Home Screen is expected to expand in the coming months.

The launch comes as Connected TV adoption continues to accelerate across Asia Pacific, reshaping how consumers watch content and how advertisers plan campaigns. According to Omnicom Media Group Asia Pacific’s “Connecting connected TV” study, which surveyed 11,200 streaming users across 14 APAC markets, viewing behaviour in the region varies between solo weekday streaming and more communal weekend viewing. While smartphones dominate solo streaming, the living room regains importance on weekends, with 55% of viewers preferring CTVs when watching with others.

For advertisers, this points to a growing need to consider not just screen time, but viewing context. The study found that viewers in family settings are more likely to remember and respond to advertising, with 65% of large-family viewers expressing receptiveness to ads, compared with 53% of solo streamers. Ad-driven purchase intent was also higher among family groups, while co-viewing reduced multitasking, suggesting that CTV environments can offer more attentive and contextual engagement opportunities

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