STUDY FINDS SIZE REALLY DOES MATTER WHEN IT COMES TO HOME SCREEN ADS

Summary from the TLDR Marketing newsletter

Connected TV home screen ads deliver the strongest attention. Audiences view 76% of these ads, and 59% of that viewing counts as active attention, which means eyes on both the screen and the ad. They also generate 2.5x more active attention than linear TV and avoid the steep drop seen on social platforms, where 80% of attention disappears. The viewing device drives attention more than the platform or creative. As measurement improves, CTV home screens will become even more valuable for high engagement.