For years, marketers have focused on winning inside the show by fighting for attention once the viewer has already pressed play. But as the streaming landscape grows more fragmented and major platforms tighten control over inventory, data, and measurement within closed ecosystems, the TV home screen has emerged as a new opportunity for consumer engagement.
In an era when attention is scarce, the home screen just might be the most valuable and underappreciated real estate in television.
“I remember when the home screen was just a little square tile,” said Larene Mantel, Agency Development Lead at Samsung Ads. “Back then, as a video buyer, I didn't quite know what to make of it. Today, the home screen has evolved into a full-screen, immersive canvas that pairs beautifully with video to create impact you just can’t get anywhere else.”
Changing viewer behavior: nearly 10 minutes of undivided attention
The home screen’s importance has risen, in part, thanks to shifts in viewer behavior. When people power on their TVs, they are in discovery mode: searching, scrolling, and deciding what to do next. “I often can’t remember where my shows are streaming, so I spend time on the home screen figuring it out,” said Mantel.
She isn’t alone. According to Nielsen, viewers can spend as much as 10.5 minutes engaging with the television’s home screen before they make a move. This window is a rare, focused moment that is fundamentally different from the distracted, split-screen behavior elsewhere.
For advertisers, that behavior creates an opening. The home screen is a central part of the viewing experience, and it gives brands the first and last chance to reach audiences before they enter their streaming environments, including those without ads. It can also give brands access to position their brand during tentpole events they might be unable to participate in, such as the Super Bowl or World Cup.
“The home screen has become a portal,” said Mantel. “It’s a strategic way to time your campaign to a very receptive audience.”
Tech upgrades: a new creative canvas
Planners should also consider the home screen as part of their broader media mix because advancements in ad tech have transformed what brands can do on that canvas.
Early home screen ads were static tiles. Now they’re dynamic, full-screen, and interactive placements. “It’s no longer just a small square in the corner,” said Mantel. “With Samsung’s Home UI placement, for example, you can scroll through carousels, autoplay video, and craft experiences that feel cinematic.”
She points to the automotive category as a prime example. Instead of a two-inch phone screen, auto brands can showcase interiors, colors, and features in an immersive environment. “It puts viewers in the driver’s seat,” said Mantel. “They can explore a vehicle’s interior, colors, and features, all from the home screen.”
Another category well-suited for native ads is luxury brands. “These brands care deeply about the creative experience,” said Clay Buchanan, Product Marketing Manager, Go-to-Market at Samsung Ads. “It’s harder to translate luxury to mobile, but on the largest screen in the home, you can make the experience feel as premium as the product.”
A strategic advantage for media plans
For marketers, the home screen and other native placements should be thought of not as just “another channel,” but as the front door to the TV experience. “The home screen gives you both reach and impact for your media plan,” said Manel. “It can amplify everything else in your CTV plan.”
Advertisers are taking different approaches to maximize that impact. “Our media and entertainment partners are laser focused on the lower funnel - the goal is immediate action, like launching an app,” said Buchanan. “For other brands, we’re seeing it leveraged primarily for awareness and mid-funnel KPIs.”
With a footprint of more than 72 million screens and the leading TV dataset in the U.S., Samsung Ads brings scale and precision to both visions. Samsung has prioritized making the experience easy for advertisers with streamlined buying, consistent formats, and a balance between brand impact and viewer experience.
For advertisers, the home screen is where they can take action before the show even begins. “It’s not about shouting over the noise,” said Mantel. “It’s about engaging the viewer at the moment they’re most engaged.”
Get in touch to add Samsung’s Home UI to your media plan today.
