ShowHeroes expands CTV homescreen ad access

The partnership gives advertisers and agencies access to TV homescreen placements, allowing campaigns to reach viewers when they first switch on their television

ShowHeroes has partnered with Whale TV to make Whale TV's Connected TV (CTV) homescreen advertising inventory available through programmatic buying across multiple international markets, including Latin America.

The partnership gives advertisers and agencies access to TV homescreen placements, allowing campaigns to reach viewers when they first switch on their television. The inventory is now available through ShowHeroes' global demand network across DACH, Benelux, Ireland, the Nordics, France, Italy, Spain, Central and Eastern Europe (CEE), and Latin America (LATAM).

Partnership expands programmatic CTV inventory

The companies say the integration provides advertisers with automated access to premium homescreen placements, combining the reach and efficiency of programmatic buying with high-visibility advertising environments.

According to research from the MediaMento Institute, CTV homescreen advertising achieves a 48 percent attention rate, 16 percent higher than skippable pre-roll advertising. The research also found unaided recall of 50 percent and aided recall of 84 percent.

Growing demand for homescreen advertising

The companies said the partnership responds to growing demand from advertisers seeking opportunities beyond traditional commercial breaks as Connected TV audiences continue to expand.

Sarah Lewis, Global Vice President, CTV, ShowHeroes: "Connected TV is evolving rapidly, and advertisers increasingly expect premium inventory to be as easy to access as it is impactful. Our partnership with Whale TV makes one of the most valuable placements in the TV experience programmatically available across multiple markets, giving brands a new way to engage audiences from the very first screen they see while maintaining the high standards of quality and brand safety both companies are known for."

Chris Hock, VP and Head, Whale TV Ads: "The homescreen is the first interaction viewers have with their television, making it a unique opportunity for brands to connect with audiences. Working with ShowHeroes allows us to make this premium inventory available through programmatic buying while preserving the curated experience our users expect and giving advertisers a more efficient way to activate campaigns across our platform."

Integration now available across markets

The integration is now live in participating markets, providing advertisers and agencies with programmatic access to Whale TV's homescreen inventory at scale as Connected TV advertising continues to expand internationally.

www.showheroes.com

www.whaletv.com

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