A new case study from VIZIO suggests there’s a new, valuable piece of real estate when it comes to TV advertising today: the TV home screen. It makes sense — the home screen is the very first thing viewers see when they turn on their device, and a brand placement is front and center even before the issue of deciding what to actually watch comes up. 

The study measured the impact of three separate activations across the VIZIO Home Screen: A pizza restaurant, an auto brand and an insurance company. While each brand had varying targets, measurement objectives and performance indicators, the study revealed that they all established success after implementing the high impact placement with VIZIO. 

For the pizza restaurant, its Home Screen activation drove lifts across brand preference, consideration and purchase intent, with a statistically significant increase in purchase intent. 

The auto brand used a Home Screen placement to promote an updated version of their most trusted models; the campaign generated a +34% lift in incremental sales, to the tune of over $7 million. 

An insurance brand looking to connect with in-market consumers saw higher conversion rates with its Home Screen sponsorship, especially when combined with a CTV video campaign. 

Amid today’s seemingly endless content choices across publishers and platforms, it’s become increasingly difficult for advertisers to find ways to stand out and connect with target audiences — and it would seem that VIZIO’s Home Screen is certainly a place that brands should consider. 

Download the full case study here.