LG Ad Solutions reports 60% growth in home screen advertising placements

The smart TV home screen has emerged as connected television's fastest-growing advertising opportunity. LG Ad Solutions announced on November 18, 2025, that general-market advertisers using home screen placements increased more than 60% year-over-year, positioning these surfaces as critical real estate for brand attention.

Viewers now spend an average of almost 10 minutes browsing home screens before selecting content, according to the announcement. This pre-content moment has become prime advertising territory. Research on LG TV home screens found that 71% of people who see a home screen ad say they're willing to learn more about the advertised brand, while more than half of LG TV users report paying attention to these placements.

Nearly all LG Smart TV users—97%—start their viewing journey on the home screen, visiting an average of three times per day, according to Tony Marlow, Chief Marketing Officer at LG Ad Solutions. "It's the heartbeat of CTV—the one place that connects every part of the viewing journey, from live and on-demand to apps and discovery," Marlow stated in the announcement.

The shift reflects fundamental changes in television advertising dynamics. For decades, being first in break—the initial advertisement after programming—commanded peak attention and recall. As viewing migrated from linear schedules to streaming platforms, attention dynamics shifted. The first-on-screen opportunity now supersedes traditional broadcast positioning advantages.

Home screen advertisements demonstrate measurable performance advantages over standard digital placements. Recent studies cited by LG Ad Solutions show home screen ads capture 7 seconds of average attentive viewing time, exceeding any skippable pre-roll format. The placements achieve 16% higher attention retention and 27% stronger ad ratings compared to standard digital formats. Viewers described 85% of home screen ads as clear, informative, and brand-building.

The announcement attributes home screen effectiveness to the primacy effect—a psychological principle stating that messages seen first are remembered longer and more clearly. In streaming environments, this translates directly into higher brand attention and recall.

LG Ad Solutions' analysis of 120 million impressions revealed specific creative elements that drive results. Interactive features deliver 3.9x higher awareness, according to the data. Human-centered creative boosts brand consideration by 3.8x. Clear calls-to-action placed on the right third of the screen lift purchase intent by 15x.

Campaigns integrating multiple touchpoints show substantial performance gains. Research from LG Ad Solutions and MediaScience shows that campaigns combining CTV video, home screen, and mobile video deliver 4.7x higher awareness, 8.7x stronger recall, and 11.2x greater consideration than single-channel efforts.

Steve Hartmann, Head of Integrated Marketing at Experian, described the platform's value in the announcement. "We've used the LG home screen to effectively extend our reach and create brand awareness and favorability," Hartmann stated. "As the first brand a viewer sees when they turn on their TV, these placements consistently drove a significant lift in ad recall while reaching millions of incremental households for a recent campaign."

The announcement follows broader industry recognition of home screen advertising effectiveness. Research conducted earlier in 2025 revealed that 59% of connected TV viewers find television ads useful for providing shopping information, representing 73% year-over-year growth. Smart TV home screen advertisements showed particularly strong performance, with 25% of CTV viewers finding these ads helpful—marking 105% year-over-year increase.

Mike Laband, Group SVP, US Revenue at Magnite, emphasized the format's strategic importance. "As the streaming advertising industry continues to evolve beyond traditional ad breaks, we've seen a growing advertiser demand for ways to connect with audiences at the very beginning of the viewing journey, where intent and attention are at their peak," Laband stated. "LG Ad Solutions' Home Screen offering represents a premium entry point for brands to build meaningful, measurable connections with viewers."

Doug Paladino, Senior Director at PMG, highlighted the format's reach advantages. "The LG Ad Solutions native homescreen has become a key awareness strategy for driving impact at scale," Paladino stated. "We get high attention and resonance as the first brand a user sees when they turn on their TV, strong brand lift metrics and incremental reach to hard-to-find SVOD-only audiences."

The home screen's prominence reflects changing television consumption patterns. Connected TV advertising effectiveness continues expanding as measurement capabilities improve. Research released in August 2025 demonstrated that enhanced creative formats achieve 78% higher attention rates than industry standards, with viewers demonstrating significantly longer engagement compared to traditional CTV benchmarks.

Marketing professionals planning CTV campaigns face persistent creative adaptation challenges. Research published in July 2025 revealed that 72% of marketers reuse or slightly modify assets across platforms, while just 25% tailor creative for both social and connected TV campaigns. This disconnect between video advertising strategy and creative execution presents significant obstacles as video consumption patterns reshape the advertising landscape.

The home screen opportunity exists within rapidly consolidating CTV measurement infrastructure. Platforms have introduced deterministic measurement capabilities connecting premium streaming exposure to qualified visits and conversions. These developments enable advertisers to move beyond standard CTV metrics like impressions and completion rates.

Industry experts have identified technical barriers preventing connected TV advertising from reaching full programmatic potential. Operations professionals from major streaming platforms examined limitations in CTV advertising infrastructure during 2025 workshops, highlighting the need for inventory curation, appropriate measurement approaches, appropriate pacing controls, and television-specific creative development.

LG Ad Solutions operates as a global provider of connected TV advertising technology, incorporated as Alphonso Inc. The company maintains a network of LG Smart TVs worldwide, offering advertisers targeted engagement on screens in homes. The platform's data infrastructure utilizes Automated Content Recognition data, providing detailed viewing information across its television network.

The announcement comes as Connected TV's media budget share doubles from 14% in 2023 to 28% in 2025, with 72% of marketers planning to increase programmatic advertising investment. This growth creates mounting pressure for measurable outcomes rather than awareness-only metrics.

Recent platform developments demonstrate the importance of home screen environments. Major streaming providers have redesigned home screen interfaces to prioritize immediate content access over traditional browsing, with live programming appearing directly on home screens without requiring application launches. These interface changes create new opportunities for advertisers to reach viewers during critical decision-making moments.

Measurement standardization efforts continue advancing across the CTV ecosystem. The Interactive Advertising Bureau released comprehensive guidelines urging industrywide implementation of server-to-server data frameworks to transform CTV into an outcome-driven advertising channel. Survey data reveals that two-thirds of advertisers report improved return on ad spend after implementing standardized conversion APIs.

The 60% year-over-year increase in general-market advertisers using home screen placements reflects broader shifts in how brands approach television advertising. Rather than treating home screens as supplementary placements, marketers increasingly recognize these surfaces as foundational elements connecting their entire CTV strategy.

Timeline

• November 18, 2025: LG Ad Solutions announces 60% year-over-year increase in advertisers using home screen placements
• November 6, 2025: Large advertisers plan 43% spending increase on addressable TV by 2026
• October 30, 2025: LG Ad Solutions introduces Agentiv AI platform for CTV advertising operations
• October 30, 2025: IAB pushes standardized Conversion APIs to close CTV outcome gap
• October 23, 2025: Teads launches deterministic CTV measurement for streaming campaigns
• October 22, 2025: Taboola and Paramount launch CTV performance tool for small businesses
• September 27, 2025: Teads CTV HomeScreen ads achieve 48% attention rate, outpacing YouTube by 16%
• August 19, 2025: Kargo CTV campaigns achieve 78% higher attention than industry standards
• August 19, 2025: IPG Mediabrands launches Acxiom Contextual CTV solution for streaming ads
• July 16, 2025: Wunderkind launches programmatic CTV pause ads with 79% cost reduction
• July 9, 2025: Smart TV ads show 73% growth in helping holiday shoppers make purchasing decisions
• July 9, 2025: Marketers struggle to adapt social creative for connected TV campaigns

Summary

Who: LG Ad Solutions, a global provider of Connected TV advertising technology incorporated as Alphonso Inc., announced findings through Chief Marketing Officer Tony Marlow. Industry executives from Experian, Magnite, and PMG provided supporting commentary.

What: LG Ad Solutions reported a 60% year-over-year increase in general-market advertisers using smart TV home screen placements. Research shows 97% of LG Smart TV users start their viewing journey on the home screen, visiting an average of three times daily, with viewers spending almost 10 minutes browsing before selecting content. Analysis of 120 million impressions revealed that interactive features deliver 3.9x higher awareness, human-centered creative boosts brand consideration by 3.8x, and strategic call-to-action placement lifts purchase intent by 15x.

When: The announcement occurred on November 18, 2025, reflecting data collected throughout the year showing year-over-year growth trends in home screen advertising adoption.

Where: The findings apply to LG Smart TV home screens globally, with LG Ad Solutions operating from Mountain View, California, and maintaining a worldwide network of connected television devices in homes.

Why: Home screen placements have become CTV's fastest-growing opportunity because they capture viewers during critical decision-making moments before content selection. The primacy effect ensures messages seen first are remembered longer, with home screen ads achieving 7 seconds of attentive viewing time, 16% higher attention retention, and 27% stronger ad ratings compared to standard digital placements. As Connected TV's media budget share doubles from 14% in 2023 to 28% in 2025, advertisers increasingly recognize home screens as foundational elements connecting their entire CTV strategy rather than supplementary placements.