The findings come from a joint research study by Dentsu Indonesia, CTV Scale, and YouGov, titled, “Connected TV. Connected Growth: The Screen That Sells,” which evaluated a high-frequency purchase category to show how CTV advertising directly boosts brand awareness, consideration, and purchase behavior.

Based on the findings, Indonesian consumers exposed to CTV campaigns were also 2.1 times more likely to have used the advertised brand within the previous three months and 1.7 times more likely to choose it as their primary brand.

The findings reflect changing viewing habits across Indonesia, where Smart TVs are now a daily staple, which over 75% of respondents use them daily while more than 90% stream content via connected television platforms.

As viewing increasingly shifts to prime-time streaming on larger screens, brands are gaining access to audiences in a more focused and less distracted environment compared to scroll-based digital platforms.

The study also found that creative effectiveness plays a major role in campaign performance, with consumers who correctly recalled the advertised brand being 3.5 times more likely to consider it than those who misattributed the ad.

This suggests that clear branding and memorable creative are becoming just as important as media placement in driving business outcomes.

Arun Raghav, Founder, CTV Scale (BE Global), commented, “The rapid adoption of Connected TV in Indonesia marks the end of the traditional line separating reach budgets from performance budgets. The living room screen now offers the absolute best of both worlds: the storytelling power of television combined with the precise targetability of digital media.”

“The opportunity for brands is immense, provided they evaluate the medium through the right lens. We are enabling advertisers to transition seamlessly into this new era of TV  advertising,” Raghav concluded. 

CTV also ranked among the strongest channels for advertising awareness, with recall rates ranging between 46% and 52%. At the same time, 67% of viewers described Smart TV advertising as effective, while 68% said it was non-intrusive.

The findings point to a growing opportunity for brands to use CTV as more than a reach channel. Instead, it is increasingly positioned as a platform capable of driving consideration, trial, and brand preference through premium storytelling and high-quality audience attention.

Ahmad Ghozali, Research & Analytics Director, Dentsu Indonesia,  shared, “Brands must understand what our data and a moment like this are really telling them about their audience, and build their whole brand strategy around it. CTV has proven to be a premium environment, and that demands a premium standard of brand storytelling.” 

As Smart TV ownership continues to grow across Indonesia, the research highlights a broader shift in how brands may need to evaluate media effectiveness, focusing less on impressions alone and more on the quality of attention and its impact on consumer behaviour.

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The Challenge

LNY is a peak consumption period, but also one of the most cluttered. The goal was clear: maximise reach and ensure foodpanda groceries stayed top-of-mind as households prepared for celebrations.

The Strategy: Right Time, Right Place, Right People

• Right Time – foodpanda identified LNY as a key occasion where demand for groceries spikes—from spring cleaning essentials to reunion dinner necessities—making it a natural moment to amplify its grocery offerings.
• Right Place – With CTV consumption on the rise, especially in Southeast Asia, the channel presented an opportunity to engage audiences in a premium, lean-back environment beyond traditional mobile and desktop touchpoints.
• Right People – LNY is inherently social. Families and friends gather, often consuming content together on the big screen. This shift from individual to group viewing meant that CTV could unlock incremental reach, extending beyond foodpanda’s baseline media channels.

The Approach

By leveraging LoopMe’s CTV capabilities, foodpanda delivered targeted, high-impact creative into living rooms—placing its grocery deals directly at the center of festive planning moments.

The Outcome

The campaign successfully expanded reach during a highly competitive period, tapping into new audience segments and enhancing visibility for foodpanda groceries when it mattered most.

• 716,335 unique users reached
• 1.55M total impressions delivered
• 98.91% CTV VCR,  strong video completion 

Key Takeaway

CTV is no longer an experimental channel—it’s a strategic lever for incremental reach, especially during culturally significant, high-engagement moments like LNY.  

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Eighteen months after launching its free streaming TV service in Southeast Asia, Samsung TV Plus, Samsung Ads has entered its first data partnership in the region to deepen its understanding of Samsung TV households.

The collaboration brings together Samsung’s regional Smart TV scale with Eyeota’s consumer data network, expanding Samsung Ads’ capabilities.

Through the partnership, advertisers can reach household audiences across Singapore, Thailand and the Philippines for Connected TV (CTV) campaigns.

The move aims to improve targeting based on demographics and interests, enhancing the effectiveness of native and video ad formats on the big screen in one of the fastest-growing CTV markets.

Marc Fanelli, General Manager, Dun & Bradstreet Sales & Marketing Services, commented, “Whether the goal is driving broad discovery or accurately converting intent into purchase, understanding CTV audiences and meeting them where they are watching is key to delivering campaign impact.” Our work with Samsung Ads significantly increases accessibility for brands and advertisers, ensuring campaign budgets are spent reaching the audiences that matter most.”

Alex Spurzem, Managing Director of Samsung Ads Southeast Asia and Oceania (SEAO), added, “Our new partnership with Eyeota empowers advertisers to unlock the full potential of Connected TV. The combination of scale and unique audience segmentation gives brands greater confidence that their campaigns are reaching the right consumers to ultimately deliver better outcomes.”

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The integration extends an existing collaboration between the two companies that has previously focused on digital environments. With the expansion, Teads will scale Lumen’s attention measurement technology into CTV, providing advertisers with a unified view of attention across multiple channels through the Teads Ad Manager platform.

Under the agreement, Teads receives exclusive access to Lumen’s CTV attention measurement for its HomeScreen placement across the United States, Europe, the Middle East and Africa, Asia-Pacific, and Latin America.

The move comes as advertisers seek better ways to evaluate CTV performance. According to a study by Dentsu titled The Brand Reset, CTV delivered a 3.2% long-term sales lift—approaching that of linear television—yet 49% of marketers reported difficulties assessing its effectiveness.

Lumen’s technology uses proprietary, consent-based real-world eye-tracking data to model how audiences look at advertisements across channels, formats, and devices, including how long viewers engage with ads. Applied to Teads’ inventory, the technology aims to provide advertisers with deeper insights into audience engagement to inform media investment and creative strategy.

“Attention is becoming an increasingly important signal of advertising quality because it helps marketers better understand the relationship between exposure and outcomes,” said Caroline Hugonenc, SVP, Data & Insights at Teads. “By expanding our CTV attention offering with Lumen, we’re giving advertisers stronger signals to assess campaign effectiveness and optimize with greater confidence.”

Mike Follett, CEO at Lumen Research, said: “As the streaming space continues to evolve, advertisers need more precise ways to understand how audiences engage with their ads on the big screen. The expansion of our partnership with Teads helps bring that visibility to premium CTV environments and adds a valuable new layer of measurement, empowering advertisers to make more effective media investment decisions.”

According to Teads, CTV HomeScreen campaigns on its platform have shown strong engagement, averaging around 5,300 Attention Per Mille (APM), which the company said is 173% higher than outstream video and 114% higher than YouTube placements.

The integration is supported by what the companies describe as an industry-first CTV HomeScreen attention prediction model developed by Lumen and based on MediaMento research conducted with Teads.

Attention measurement for CTV HomeScreen placements is now available globally within Teads Ad Manager for both managed and self-serve campaigns, with InStream measurement expected to be introduced later this quarter.

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The report draws on the company’s proprietary data and analysis of historical audience trends to provide advertisers with insights into how Singaporean fans are likely to engage with the tournament across different platforms.

According to the findings, interest in football in Singapore remains strong, but viewing habits are becoming increasingly fragmented across devices and times of day. Nexxen noted that this mirrors similar trends identified in reports it released earlier in the United States and the United Kingdom.

The report indicates that engagement with the tournament is expected to remain high throughout its duration, with 87% of viewers saying they will continue watching even if their preferred team is eliminated.

It also points to a continued shift towards streaming. Viewing via over-the-top (OTT) platforms and connected TV (CTV) has increased by 27% since the 2022 tournament, suggesting that digital and streaming environments are playing a larger role in sports consumption.

Viewing patterns are also expected to vary depending on the time of day. Mobile phones and laptops are projected to dominate during work hours, accounting for 53% of viewing, while television remains the primary screen during evenings (84%) and weekends (85%).

Taken together, the findings suggest that while football continues to deliver broad reach in Singapore, advertisers may need to plan across multiple screens to effectively reach audiences during the tournament.

Nexxen said advertisers can activate these insights through its unified advertising platform, which integrates its supply-side platform (SSP), demand-side platform (DSP), and the Nexxen Data platform. The company also highlighted its programmatic access to Nexxen TV Home Screen, which enables brands to appear in native Smart TV units during content discovery moments before or after matches.

The report combines data from Nexxen Discovery, the company’s proprietary planning and insights tool that tracks audience behaviour across screens, with historical viewing data and consumer surveys of more than 1,000 adults in Singapore who intend to watch the tournament.

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According to the report, the data suggest that shared viewing experiences—particularly on CTV—create advertising environments that deliver stronger attention and engagement compared to solo viewing.

The report also indicates that while mobile devices dominate individual, habitual content consumption, television screens often serve as shared spaces where viewers watch content together. This dynamic, the report suggests, positions CTV as both a reach and performance channel for advertisers seeking higher attention and measurable outcomes.

The study found that co-viewing—defined as watching video content with others—is a recurring activity in many APAC households. Data from the report suggests that shared viewing environments can amplify advertising impact.

When it comes to co-viewing, the data suggests it significantly enhances advertising effectiveness and engagement. Specifically, 42% of viewers pay more attention to ads when watching with others compared to watching alone, and 53% reported stronger brand recall in co-viewing environments. 

The intent to act is also boosted, with 70% indicating they are more likely to take action after seeing an advertisement while co-viewing. This shared experience generates stronger emotional responses to both content and advertising for 44% of respondents, with 43% reporting that they actually discuss or react to advertisements during the viewing moment.

According to the report, these behaviors point to a form of attention that is more engaged and socially reinforced, which may influence advertising effectiveness.

The research also found that 78% of co-viewing activity in APAC occurs on CTV devices. Shared viewing was reported to be concentrated during predictable times, particularly weekend evenings such as Saturdays between 5:00 p.m. and 11:00 p.m.

Content genres that most commonly attract shared audiences include family-oriented programming, movies, television series, and live events. The report notes that these viewing windows are typically brand-safe and available through programmatic buying channels.

The report also outlines several factors that advertisers consider when activating CTV campaigns, including transparency, performance measurement, and workflow efficiency.

According to the report, programmatic buying provides advertisers with visibility into where ads are delivered, the associated costs, and audience targeting parameters. The company also notes that higher action rates and stronger brand recall among co-viewers may support the case for CTV as a performance-driven channel.

Within APAC, the study suggests that Southeast Asia demonstrates particularly strong connections between co-viewing and advertising response. The research found that co-viewing in the subregion tends to occur slightly more spontaneously than the broader APAC average, with 41% of shared viewing happening organically.

Among respondents in Southeast Asia, 73% reported being more likely to take action after exposure to an advertisement during shared viewing, compared with the regional average of 70%.

“The findings show APAC to be high-intensity co-viewing markets where CTV-led programmatic strategies can unlock outsized emotional engagement and conversion potential,” said Luke Smith, Senior Director CTV, APAC at PubMatic. “When advertisers align their buying strategies to co-viewing behaviors – accounting for everything from timing and content genre to device choice – they can access premium moments that consistently drive stronger recall and meaningful post-ad action.”

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The company has appointed Lior Charka as Vice President of Product, while Joseph Worswick and Erika Loberg have been promoted to Senior Vice President of Global Partnerships and Vice President of CTV and Curation, respectively.

According to OpenX, the leadership changes reflect its continued investment in simplifying advertising by introducing greater intelligence on the supply side. 

The company said strengthening its leadership across partnerships, connected TV (CTV), and product development is intended to help reduce complexity in the advertising ecosystem while enabling brands to reach audiences more efficiently without compromising privacy or performance.

In his new role, Charka will lead the continued development of OpenXSelect™, with a focus on using artificial intelligence to streamline complex curation workflows. The initiative aims to embed intelligence across different stages of the curation process to help customers improve campaign quality and performance while reducing operational effort. Charka joins OpenX with more than 15 years of experience in digital advertising and product leadership, having previously held roles at Outbrain and Teads.

“Lior brings a deep understanding of product innovation and a strong track record of building solutions that drive real business outcomes,” said Joel Meyer, CTO at OpenX. “As curation becomes increasingly central to programmatic performance, his expertise in building intelligence into the curation process will simplify access to high-quality media and data to drive performance.”

Meanwhile, in his expanded role, Worswick will oversee OpenX’s global partnerships strategy across agencies, brands, and strategic partners, including data providers, AI-driven companies, and retail and commerce media platforms. Since joining OpenX in 2023, Worswick has helped establish the company’s global supply-path optimisation (SPO) and commercial agreements practice. His new remit will focus on aligning partnership initiatives across the organisation to strengthen collaboration and improve outcomes across the programmatic ecosystem.

Loberg, who has been promoted to VP of CTV and curation, will lead the company’s broader curation strategy while continuing to build on OpenX’s connected TV business. Under her leadership, OpenX has expanded its presence in CTV through its TV by OpenX offering, which provides premium inventory and audience addressability within biddable environments. In her expanded role, Loberg will focus on further developing OpenXSelect and OpenXBuild™, supporting buyers in using supply-side targeting to enhance performance and maximise programmatic investment.

“Joe and Erika have each played a critical role in shaping our business and delivering meaningful impact for our partners,” said Tyler Romasco, EVP, Commercial at OpenX. “Joe’s leadership in building our global partnerships foundation and Erika’s success in scaling our CTV and curation capabilities have fueled growth at OpenX. As we continue to evolve, their expanded roles will help us move faster, operate more cohesively, and deliver even greater value across the ecosystem.”

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The agreement allows advertisers to access LG Ad Solutions’ native CTV formats, including HomeScreen placements on LG Smart TVs, through Teads’ platform. The partnership also covers multiple markets across Europe and APAC, with new territories including Italy, Greece, and Cyprus in Europe, while Vietnam and South Korea are part of a non-exclusive arrangement in Asia-Pacific.

Through the collaboration, advertisers can access inventory via Teads Ad Manager, which the companies describe as a unified entry point to global premium CTV supply. The offering also includes measurement capabilities and insights delivered through third-party partnerships.

“Renewing our global partnership with LG Ad Solutions and expanding into new markets accelerates our CTV strategy,” said David Kostman, CEO of Teads. “Together, we’re creating a dominant global CTV offering—combining premium, high-attention CTV HomeScreen inventory with Teads’ omnichannel platform to across Europe and APAC with unmatched quality and measurement.”

“Expanding our partnership with Teads allows us to bring LG Ad Solutions’ HomeScreen inventory to more markets,” added Serge Matta, President of Global Ad Sales, LG Ad Solutions. “Together, we’re making it easier for advertisers to access high-impact placements on LG Smart TVs and activate campaigns at scale.”

Moreover, the companies stated that the partnership combines LG’s CTV technology with Teads’ omnichannel capabilities to support campaign delivery on connected TV environments.

Research cited in the announcement, conducted with MediaMento Institute, suggests that HomeScreen placements may drive higher levels of attention compared to skippable formats. In a lab-based study involving 100 Smart TV viewers, HomeScreen video ads recorded a 48% attention rate, compared with lower engagement levels for skippable pre-roll formats. The study also found that 3D creative formats captured attention more quickly and sustained engagement for longer durations.

The expanded partnership reflects continued investment in CTV as advertisers seek greater reach and measurable outcomes across streaming environments.

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The offering provides aggregated data on genre, rating, language, show, and programme-level insights from platforms including Disney, NBCUniversal, Paramount, and Prime Video, as well as participating publishers using Publica. The solution is integrated within the IAS Signal user interface, bringing together content insights, media quality, supply path data, and campaign outcomes in a single view.

IAS said the product is designed to give advertisers greater control over where their campaigns appear, enabling them to align placements with brand suitability requirements.

“As advertisers continue to double down on connected TV, the need for greater visibility and performance insight has never been more important,” said Dana McGraw, SVP, Data and Measurement Science, Disney Advertising. 

“By collaborating with IAS, we’re helping provide advertisers with clearer, more actionable insights about their campaigns and where they’re deriving the most value, bringing greater confidence and accountability clarity to the CTV ecosystem,” Dana continued.

Industry data cited by IAS shows that ad-supported viewing accounted for 74.2% of total US TV viewing in the fourth quarter of 2025, according to Nielsen. Within this, streaming formats including free ad-supported TV (FAST), ad-supported video-on-demand (AVOD), and ad-supported subscription video-on-demand (SVOD) represented 45.6% of viewing, the largest share among all formats.

IAS also noted that while advertising investment has followed audience migration to streaming, marketers continue to face challenges in accessing consistent, scalable data on where ads are placed, as well as in consolidating fragmented datasets to measure campaign performance.

“Transparency is the key to turning CTV impressions into targeted engagement,” said Srishti Gupta, Chief Product Officer at Integral Ad Science. “IAS Total TV serves as a visibility engine between buyers and sellers, delivering the transparency, control, and validation advertisers need to ensure their campaigns run in high-quality, relevant, and brand-suitable environments that drive real outcomes.”

According to IAS, the new solution enables marketers to access near real-time, publisher-enabled content-level transparency across multiple dimensions, including programme, genre, and platform. It also supports cross-channel suitability controls, third-party verification, and outcome measurement, including quality reach and incremental conversions.

Moreover, the company added that its broader verification tools, such as device verification, invalid traffic detection, and viewability measurement, can be used alongside IAS Total TV to support campaign performance. IAS also stated that publisher data is handled in a privacy-safe and VPPA-compliant manner.

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The company said the integration responds to increasing demand for CTV solutions as investment in streaming continues to grow. According to Smartly, more marketers plan to increase their streaming budgets over the next year, while seeking improved personalisation, agility, and measurable results. The integration is available globally, with additional features expected to roll out later in 2026.

Through the integration, advertisers can activate streaming TV campaigns within their existing Smartly workflows. The offering introduces three core capabilities: AI-powered creative optimisation and personalisation from social channels to streaming, campaign management for Amazon DSP within the same workflow used for social advertising, and real-time performance visibility across channels.

Smartly stated that the new capability is designed to address creative production bottlenecks that have limited CTV activation for some advertisers. It also allows cross-channel measurement of incremental reach and supports budget reallocation based on performance insights.

“As CTV matures, entertainment, commerce, and social are merging into one experience,” said Melissa Yang, SVP of ecosystems & AI applications at Smartly. “This integration gives marketers the performance precision and creative intelligence they’ve long expected in CTV, enabling personalisation at scale, real-time optimisation, and full-funnel impact. With intelligent creative and direct access to Amazon’s premium supply, Smartly brings the rigor and accountability modern marketers rely on.”

Erin McGee, director, partner and advertiser growth marketing at Amazon Ads, said the partnership is intended to help advertisers drive measurable outcomes across channels.

“Driving impactful business outcomes across channels is key for advertisers and this partnership brings CTV and social campaigns together for maximum, measurable impact,” McGee said. “Through this integration with Amazon DSP, advertisers and agencies who work with Smartly can now extend their proven social creative to premium streaming inventory in a fraction of the time—driving efficiency, expanding reach, and making streaming TV activation as simple as their social advertising.”

Smartly said that as performance expectations for CTV continue to rise, advertisers are seeking greater visibility into cross-channel creative performance. The company added that its platform aims to connect creative insights, activation, and measurement in a single system to support brands navigating what it describes as a converging media landscape.

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