ShowHeroes and Whale TV have announced a partnership that makes Whale TV’s premium Connected TV (CTV) homescreen inventory available programmatically for the first time across key international markets. The integration gives advertisers access to one of the most prominent moments on the TV screen, the instant viewers switch on their TV, through the flexibility of programmatic buying.

With Whale TV opening its homescreen inventory to programmatic demand, advertisers can now access one of CTV’s highest-attention environments through automated buying, unlocking greater flexibility, efficiency, and reach. Research from the MediaMento Institute found that CTV homescreen ads achieve a 48 per cent attention rate, 16% higher than skippable pre-roll, with unaided recall at 50 per cent and aided recall reaching 84 per cent.

The partnership is launching across DACH, Benelux, Ireland, the Nordics, France, Italy, Spain, Central & Eastern Europe (CEE) and Latin America.

“Connected TV is evolving rapidly, and advertisers increasingly expect premium inventory to be as easy to access as it is impactful,” commented Sarah Lewis, Global Vice President, CTV at ShowHeroes. “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 of Whale TV Ads, added: “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.”

The integration is now live across participating markets and available through ShowHeroes’ global demand network.

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Categories: Advertising, Articles, Broadcast, Connected TV, OTT

Tags: advertising, CTV, ShowHeroes, whale tv