Nexxen brings programmatic Smart TV home screen advertising to Asia-Pacific

The moment you switch on your Smart TV is becoming one of advertising’s most valuable opportunities.

Advertising technology company Nexxen has launched its programmatic Smart TV home screen advertising solution across Asia-Pacific, giving brands access to premium placements that appear before viewers even open a streaming app.

The new capability is now available in Australia, Singapore, Malaysia and the Philippines through Nexxen’s demand-side platform (DSP), allowing advertisers to buy native home screen placements programmatically for the first time across VIDAA-powered Smart TVs.

Rather than waiting until viewers begin watching content, advertisers can now reach audiences at the point of discovery, when they are browsing streaming services and deciding what to watch.

“Today’s TV experience begins long before a show starts,” said Josif Zanich, Managing Director JAPAC at Nexxen.

“The Smart TV home screen creates a prime opportunity for brands to reach highly engaged audiences. By combining this premium inventory with Nexxen’s unique data and advanced TV capabilities, advertisers can plan, activate and measure campaigns within a single platform, helping deliver stronger performance throughout the customer journey.”

The inventory is delivered through VIDAA, whose operating system powers more than 50 million Smart TVs across more than 180 markets worldwide.

“The TV experience doesn’t start with playback – it starts on the home screen,” said Guy Edri, Chief Executive Officer at V, the company behind VIDAA.

“That’s where content discovery happens, where viewing decisions are made and where audience attention is at its highest. It has become one of the most valuable moments for brands to connect with consumers.”

The launch reflects the continued shift away from traditional linear television advertising as streaming platforms become the primary viewing destination for many households. With more consumers navigating Smart TV interfaces to discover content, home screen placements are emerging as premium digital real estate that combines television-scale reach with the targeting and measurement capabilities of programmatic advertising.

Nexxen says additional Smart TV manufacturer inventory is expected to be added to the platform over the coming months, expanding advertiser reach across the region.