Nexxen brings programmatic native Smart TV Home Screen advertising to APAC

Nexxen, the AI-powered advertising technology platform powered by unique data and media, has announced that the “first-to-market capability” to programmatically activate native Smart TV inventory, “Nexxen TV Home Screen”, is now live across Asia-Pacific.

This is powered by its demand-side platform (DSP), Nexxen DSP. Initial markets include Australia, Singapore, Malaysia and the Philippines.

How Nexxen TV Home Screen Works

Through Nexxen TV Home Screen, advertisers can seamlessly access Smart TV home screen units on VIDAA-powered Smart TVs in APAC and selected markets across the world. Developed by V, VIDAA OS powers more than 50 million Smart TVs from leading brands in more than 180 markets globally.

Streaming runs supreme

Research from the Australian Communications and Media Authority shows that streaming services are now the most popular way Australians watch content, used by 68% of adults in 2025. Before viewers press play, they browse apps, recommendations and content before deciding what to watch. This window creates a highly visible, intent-driven environment where brands can engage audiences at the earliest stage of the viewing journey.

“The TV experience doesn’t start with playback — it starts on the home screen. In today’s world, that is TV. It’s where discovery happens, where decisions are made, and where attention is at its highest,” said Guy Edri, Chief Executive Officer, V. “For partners and advertisers, it’s not just an entry point — it’s the most valuable moment to connect with audiences at scale.”

“The Smart TV home screen creates a prime opportunity for brands to get in front of leaned-in audiences,” said Josif Zanich (pictured), Managing Director, JAPAC, Nexxen. “By pairing this premium inventory from V, one of the leading and most widely adopted platforms in the Australian market, with Nexxen’s unique data and advanced TV capabilities, advertisers can plan, activate and measure campaigns within a single platform, unlocking smarter audience engagement and ultimately driving full-funnel performance.”

The OEM inventory available through Nexxen TV Home Screen is expected to continue expanding in the months ahead.