The way we perceive television advertising is undergoing a fundamental shift — and this is where the real debate begins. Traditionally, the 'first in break' spot was the pinnacle of advertising success, grabbing viewers’ attention as soon as commercial breaks started. However, with the transition from linear TV schedules to streaming services, this approach is evolving into something even more influential: the TV home screen. And this change might surprise many who still think in terms of traditional ad placements.
LG Ad Solutions, a leader in advanced Connected TV (CTV) advertising, has recently shared compelling data illustrating how the smart TV home screen has become the new 'first impression' spot for brands. This space acts as the digital equivalent of the first billboard a viewer sees when turning on their TV — a prime moment for discovery, engagement, and brand recall.
For decades, being the first ad after a TV show began meant dominating viewers’ attention during a high-visibility window. But as audiences shifted from scheduled broadcasts to on-demand streaming platforms, the importance of these initial ad slots diminished relative to the growing prominence of the home screen itself. Today, the home screen is not just a starting point — it’s the central hub where the viewer's entire journey begins.
"Consider how people actually use their TVs today — everything begins here," explains Tony Marlow, Chief Marketing Officer at LG Ad Solutions. "The Home Screen is essentially the heartbeat of Connected TV. It connects every element of viewing, from live television and streaming on-demand content to app navigation and content discovery. For advertisers, this space is no longer just an ancillary placement; it’s become the core foundation that supports their entire campaign strategy."
Research reveals that viewers spend nearly ten minutes on their home screens just browsing before they settle on what to watch. This pre-content moment offers a golden opportunity for brands to capture attention. In fact, a recent study involving LG TV users found that 71% of those who encounter a home screen ad express willingness to learn more about the advertised product or service. Additionally, more than half (specifically, 51%) actively pay attention to advertisements displayed on their home screens.
The psychology behind the power of the home screen lies in what’s known as the Primacy Effect — the tendency for people to remember things they see first more vividly and for longer durations. Applied to streaming TV, this means that ads appearing on the home screen usually garner greater attention and stronger recall compared to other digital ad formats.
Recent data further supports this insight:
- On average, viewers spend about 7 seconds actively engaging with home screen ads, which surpasses the duration typically seen with skippable pre-roll ads.
- These ads achieve 16% higher attention retention and generate 27% more favorable ad ratings compared to standard digital advertising.
- A substantial 85% of viewers describe ads on the home screen as clear, informative, and helpful in building brand awareness.
These compelling findings explain why more brands are turning their strategies toward integrating home screen advertising into their CTV campaigns. LG Ad Solutions reports a significant year-over-year increase of over 60% in advertisers who now include home screen placements, reflecting a rapid industry shift.
Beyond a mere ad spot, the home screen serves as a dynamic platform for storytelling— a creative canvas that can deliver measurable results. Data from LG Ad Solutions’ analysis of 120 million impressions highlights that interactive features on the home screen can boost brand awareness by nearly four times (3.9×), while human-centered creative approaches amplify brand consideration over six times (6.4×). Well-placed calls to action (CTAs) on the right third of the screen have been shown to increase purchase intent by fifteen times.
Doug Paladino, Senior Director at PMG, emphasizes the strategic value: "The native home screen ad on LG’s platform has become a crucial tool for scaling brand awareness. Since it’s the first thing viewers see when they turn on their TV, it captures high levels of attention and creates meaningful resonance. It also helps brands reach specific audiences that are otherwise difficult to access, such as those who primarily watch subscription VOD-only content."
Further evidence from industry research indicates that 97% of LG Smart TV users begin their viewing experience on the home screen, visiting it around three times daily. This makes the space a true hub of the CTV ecosystem. When combined with complementary campaigns on mobile and other digital channels, results are even more impressive: campaigns that include CTV video ads, home screen advertising, and mobile video reach nearly five times greater awareness (4.7×), almost nine times stronger recall (8.7×), and over eleven times increased consideration (11.2×) than campaigns run on a single channel.
Tony Marlow concludes with a forward-looking perspective: "The home screen is opening entirely new creative possibilities for advertisers. It’s not quite digital advertising, nor traditional TV — it’s something entirely innovative. We’re seeing a surge of formats like 3D ad units that capture attention instantly and enrich the viewer’s discovery process rather than interrupt it. This evolution is changing the way brands connect with their audiences, making the first impression more impactful than ever before."
And this is the part most people miss — the home screen isn’t just a place for ads; it’s a revolutionary new frontier for storytelling and brand engagement. Do you believe this shift will redefine the future of TV advertising? Or do you think traditional ad slots still hold the upper hand? Let us know your thoughts in the comments.
