Q&A: VIDAA and Nexxen on Unlocking Smart TV Advertising

September 29, 2025

As Connected TV (“CTV”) reshapes the manner in which audiences engage with content, one piece of advertising real estate is emerging as a powerful gateway for brand discovery: the Smart TV home screen. In this Q&A, we speak with Amit Dadush, Managing Director at VIDAA, and Ally Appelbaum, Vice President, Global CTV Partnerships at Nexxen, to explore the value of these placements — from design and targeting, to user experience and creative strategy — and what brands need to know to get the most out of them.

Amit Dadush
Managing Director
VIDAA

Ally Appelbaum
Vice President, Global CTV Partnerships
Nexxen

Let’s start with the basics—why are Smart TV native placements becoming such a coveted space for advertisers today?

Amit: At the end of the day, it comes down to attention. When people land on the CTV home screen, they’re not scrolling aimlessly — they’re focused on choosing what to watch. That makes it one of the few environments where you have undivided, intentional engagement. Add to that the size and prominence of the TV in the living room, and you’ve got a placement that naturally carries weight for advertisers.

Ally: Think about it — before someone hits play, they’re actively browsing. Nielsen says viewers spend over 10 minutes on these screens deciding what to watch. That’s a huge window of attention. If your brand shows up during that moment of decision-making, in a space that feels natural to the TV experience, you meet viewers when they’re most open to discovering something new.

How do you balance the need for impactful advertising with maintaining a seamless and user-friendly experience on the home screen?

Amit: We flip the script. Legacy TV advertising was a blunt instrument, and our model is built on precision. By using data to ensure the right ad reaches the right household at the right time, we serve fewer, more relevant ads. This isn’t a balance; it’s an upgrade. It transforms advertising from an interruption into a valuable part of the experience.

Ally: I agree, relevance is everything. With Nexxen’s suite of audience targeting solutions including exclusive access to VIDAA ACR data, we can make sure ads feel engaging to the independent viewer rather than feeling out of place or intrusive. And when the creative is designed to blend with the environment, it doesn’t disrupt browsing — it enhances the experience by surfacing content or products that fit in the moment, so no impression is wasted.

From a data and targeting standpoint, what makes Smart TV native placement ads so valuable?

Ally: What makes these placements so valuable is the transparency you get from them. Because they’re tied to ACR data, advertisers don’t just know their message was shown — they can actually see how households respond, what drives engagement and how that ties back to outcomes. It turns these touchpoints into a measurable, data-rich part of the campaign, not just a branding play.

Amit: I’d build on that by saying it’s also about timing. These placements show up right at the moment when people are deciding what to watch. Before they’ve opened an app or picked a show, they’re more open to discovery — which makes this the point of maximum influence. Other ads come later in the journey; Smart TV native placements sit right at the entrance.

How do you see the role of native placements evolving as CTV platforms become more personalized and content-rich?

Amit: Its role will only become more central. The home screen will evolve from a static menu into a dynamic, intelligent curator. It will anticipate what you want to watch based on who’s in the room and the time of day. Advertising will seamlessly integrate into these personalized recommendations, becoming a service that helps you discover new content, not just a promotion.

Ally: From our side, the exciting part is how the data will evolve right along with it. As these placements get more personalized, the signals we can capture — like viewing patterns, time-of-day habits, even content preferences — give advertisers a much clearer picture of what’s working. That means campaigns won’t just be more relevant for viewers, they’ll also be smarter for brands, with data feeding back into targeting and measurement in near real time. It’s personalization that benefits both sides.

Are there any misconceptions advertisers have about Smart TV native placement inventory or its impact?

Ally: I think one misconception is that these placements are just background noise — like digital billboards on a screen. People spend time here making decisions, and that means they notice what’s in front of them. Another one I hear is that ads in this space feel intrusive, but when the creative is designed well and the targeting is on point, it actually feels like part of the experience.

Amit: I’d add that some advertisers underestimate how active this environment really is. These placements influence what people choose to watch or download in the moment, and we have the data to show the lift they create — whether that’s brand consideration or direct action. They’re far from a “nice-to-have.” They can be a pivotal part of the path to conversion.

VIDAA has seen impressive global growth. How does this scale influence the opportunities you offer advertisers—and how does your collaboration with Nexxen unlock even more value?

Amit: Scale is everything. It’s what transforms a good idea into a powerhouse. Our global footprint means we’re not just offering a niche audience; we’re providing access to a massive, diverse and engaged viewership. More devices mean more premium inventory and, crucially, a richer pool of data to ensure precise targeting without sacrificing scale. That’s precisely why our partnership with Nexxen is so critical. Our philosophy at VIDAA is to master the platform — to build the best possible operating system and hardware. By integrating Nexxen’s best-in-class advertising technology directly into our platform, we empower them to do what they do best: unlock the full value of this inventory for advertisers. This isn’t just a partnership; it’s a strategic alignment that allows each company to focus on its core genius, creating a superior outcome for everyone, especially the advertiser.

Ally: Yes, and what makes it even more powerful is the ability to activate that scale in smart ways. That’s where Nexxen comes in: by layering in data, targeting and measurement, we help brands connect with the right audiences and understand the impact of their campaigns. Together, it’s reach plus relevance, which is what really drives outcomes.

Programmatic access is new for Smart TV native placements. What’s the value of making these units available this way?

Ally: Historically, buying these placements meant a lot of manual setup and long lead times — not exactly ideal in a fast-moving market. By making them programmatic, we’ve turned what used to be a heavy lift into a streamlined, scalable process. Now advertisers can access Smart TV native inventory with the same speed, control and transparency they expect from other programmatic channels, while still tapping into the premium impact of the TV screen.

What advice would you give to brands looking to make the most of Smart TV native placement opportunities in their next campaign?

Amit: My advice would be to respect the space. This is a lean-back, big-screen environment, and ads need to feel like they belong there. Keep them high-quality and visually striking, not just a quick resize of a mobile banner. Think of it as your brand’s introduction in someone’s living room — if you treat it that way, you’ll see better results.

Ally: For me, it’s about remembering the viewer’s mindset. When people are browsing these screens, they’re in decision mode, so your ad has to work fast — bold visuals, clear messaging, nothing cluttered. The campaigns that stand out are the ones that feel effortless to take in. And timing matters too: tying into cultural moments or seasonal events can really boost the impact.