{"id":11945,"date":"2025-10-06T20:32:01","date_gmt":"2025-10-07T00:32:01","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/06\/the-home-screen-advantage-ctvs-most-underrated-asset\/"},"modified":"2026-05-09T13:52:43","modified_gmt":"2026-05-09T17:52:43","slug":"the-home-screen-advantage-ctvs-most-underrated-asset","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-home-screen-advantage-ctvs-most-underrated-asset\/11945\/","title":{"rendered":"The Home Screen Advantage: CTV\u2019s Most Underrated Asset"},"content":{"rendered":"\n

As the front page of the streaming experience, the Smart TV home screen is quickly becoming one of the most valuable pieces of real estate in advertising. In this session, hear directly from a leading brand and agency as they break down a recent home screen campaign. From driving discovery to delivering measurable outcomes, learn how this emerging format is reshaping strategies for attention, engagement, and action on the biggest screen in the home.<\/p>\n","protected":false},"excerpt":{"rendered":"

As the front page of the streaming experience, the Smart TV home screen is quickly becoming one of the most valuable pieces of real estate in advertising.<\/p>\n","protected":false},"author":21,"featured_media":11946,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[40,10],"topics":[2],"class_list":["post-11945","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-awnewyork-2025-sessions","tag-streaming-ctv","topics-editorial"],"acf":[],"yoast_head":"\nThe Home Screen Advantage: CTV\u2019s Most Underrated Asset | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-home-screen-advantage-ctvs-most-underrated-asset\/11945\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Home Screen Advantage: CTV\u2019s Most Underrated Asset\" \/>\n<meta property=\"og:description\" content=\"As the front page of the streaming experience, the Smart TV home screen is quickly becoming one of the most valuable pieces of real estate in advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/the-home-screen-advantage-ctvs-most-underrated-asset\/11945\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-07T00:32:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-09T17:52:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-02-at-5.33.57-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1554\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Becky Johnson\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Becky Johnson\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-home-screen-advantage-ctvs-most-underrated-asset\\\/11945\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/the-home-screen-advantage-ctvs-most-underrated-asset\\\/11945\\\/\"},\"author\":{\"name\":\"Becky Johnson\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/9fa5c678f43836b2c6a5a08afc888eb4\"},\"headline\":\"The Home Screen 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