Forget First in Break — Be First in Mind with Home Screen
The rules of attention have changed. What used to be “first in break” is now first on the Smart TV Home Screen — where the viewing journey begins and brand impact is won.
This new LG Ad Solutions report reveals why the Home Screen has become the front page of the living room and the most valuable real estate in Connected TV. Discover how brands are capturing attention before the content even starts — and turning those first impressions into lasting outcomes.
Inside the Report
- The Primacy Effect: Why messages seen first drive longer-lasting recall and stronger brand impact.
- Proof in Practice: Home Screen ads deliver 7 seconds of attentive viewing time and 16% higher attention retention than skippable pre-roll.
- Creative That Converts: Learn the building blocks of effective Home Screen design — from interactive 3D units to geo-targeted storytelling.
- Real-World Results: See how Experian achieved 13× higher recall with a 3D Home Screen takeover.
The Home Screen isn’t just another surface — it’s the anchor of the CTV experience, where discovery, decision, and action converge.
Download the full report to see how first impressions are driving the future of TV advertising.
