Omnicom: Home Screen Ads Increase Connected TV Campaign Performance

Why It Matters

The findings prove that adding home‑screen inventory to CTV buys can materially improve campaign ROI, especially among Gen Z, and that a mixed‑format strategy outperforms video‑only placements.

Key Takeaways

• Home screen ads lift search intent by 11 points.
• Gen Z most receptive; 89% open to home screen ads.
• Multi-format campaigns raise aided recall 20 points vs single format.
• Combined ads cut cost per search intent by ~40%.
• Video still leads awareness, but home screen boosts favorability.

Pulse Analysis

Connected‑TV continues to dominate U.S. media consumption, yet many advertisers still treat the home screen as a peripheral placement. Omnicom’s latest report, built on a survey of 900 streaming viewers and over 2,100 ad exposures, sheds light on how that real‑estate can be leveraged. By measuring interactions across entertainment, automotive and food‑and‑beverage categories, the study provides a granular view of audience behavior, revealing that nearly half of all streaming sessions start with content browsing—a prime moment for brand exposure.

The data underscores Gen Z’s pivotal role: 89 % of this cohort expressed openness to home‑screen ads, and they spent the most time browsing. For entertainment brands, home‑screen placements alone drove an 11‑point rise in search intent, while new‑to‑market brands saw purchase intent climb by the same margin. More strikingly, when home‑screen ads were combined with video spots, aided ad recall jumped 62 points for entertainment brands and aided awareness improved by 15 points across categories, illustrating a clear synergy between formats.

For marketers, the takeaway is actionable. A mixed‑format CTV strategy not only amplifies top‑of‑funnel metrics but also trims cost per search intent by nearly 40 %, delivering a more efficient spend. While video remains the strongest driver of unaided recall, integrating home‑screen inventory enhances favorability and lower‑funnel outcomes. As the CTV ecosystem matures, advertisers that adopt this complementary approach are likely to secure a competitive edge in both brand perception and measurable performance.