Sponsored by TiVo  •  November 19, 2025  •

Craig Chinn, svp of advertising sales, Americas, TiVo

Advertisers know better. And yet, they can’t resist the nostalgic temptation to view CTV simply as linear TV, albeit with faster, bigger distribution pipes.

Many in the ad industry haven’t fully grasped that the centrality of the CTV home screen makes it a perfect vehicle for directing attention. And that means there are opportunities for advertisers who grasp, right now, that CTV is where the eyes are — it requires an attitude adjustment. It’s about a fundamental reimagining of how brands connect with audiences at their most receptive moment: when they turn on their TV.

The trust equation of modern discovery

Technology should enhance, not interrupt, the viewer’s experience. The home screen embodies this principle. Unlike traditional ad pods that viewers tolerate in exchange for free content, home screen advertising exists at the intersection of content discovery and brand connection.

When TiVo analyzed identical ad formats across different markets, the company discovered something revealing: U.S. campaigns outperformed European ones by 10x, despite using the same technology and placements. 

The difference? Creative relevance and viewer trust. In the U.S., when a fall TV lineup promotion actually helps viewers discover shows they’ll enjoy, engagement soars. When viewers are bombarded with yet another streaming service in an already saturated market, fatigue sets in.

Better targeting overcomes indifference. But targeting is nothing without understanding that the home screen is a window into a unique psychological moment. Viewers aren’t passively consuming content — they’re actively seeking their next experience. 

Breaking down the performance-branding divide

The artificial wall between brand advertising and performance marketing crumbles on the home screen. 

TiVo data found that home screen placements drive both immediate actions, such as app downloads and content tune-ins. TiVo has also seen an effect on longer-term brand metrics like awareness and favorability. More importantly, the company is seeing these formats deliver incremental reach that traditional CTV video campaigns miss. It’s not either/or; it’s both.

This data makes sense because when viewers are in discovery mode, they’re equally open to exploring new shows, downloading apps, planning their weekend movie trip or discovering products that enhance their entertainment experience. This makes the TV a gateway to a panoply of experiences, from streaming content to theatrical releases to live events. Smart brands recognize this expanded role and craft messages that acknowledge the full experience.

The creative imperative

Home screen success demands a different creative approach. It requires what the TiVo team refers to as “helpful creativity” — advertising that guides rather than disrupts.

The best home screen executions share several characteristics:

• They respect the viewer’s current task (finding something to watch)
• They offer clear value (new content, exclusive previews, relevant offers)
• They maintain visual harmony with the platform’s design language
• They enable immediate action without forcing it

Video completion rates on well-executed home screen placements often exceed 90%, according to internal TiVo data from 2025. But that metric only tells part of the story. The real measure of success is realized when viewers feel that the ad enhanced rather than interrupted their experience. When brands achieve this balance, they see sustained engagement that compounds over time.

The endemic/non-endemic distinction

Looking ahead, the distinction between “endemic” (entertainment-focused) and “non-endemic” brands on the home screen will continue to blur. 

Today, tune-in messaging and app downloads dominate. Tomorrow, automotive brands will be showcasing vehicles in the latest blockbusters, travel companies will be inspiring vacation planning during family movie night and retail brands will be connecting products to the content viewers love.

This evolution requires discipline. Those in the industry will have to learn to say no because the temptation to monetize every pixel, to accept any advertiser willing to pay, threatens the very trust that makes home screen advertising effective.

This isn’t just a CTV-first world — it’s a discovery-first world. The brands that recognize and respect this shift won’t just capture attention, they’ll earn trust. And in an ecosystem with infinite content choices, trust is the only currency that matters.