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New research from Omnicom Media Intelligence and Roku shows that combining home screen and video advertising creates a powerful cross-funnel strategy that delivers stronger results than either format alone.
The CTV Power Couple, a Partner Intelligence study from Omnicom Media Intelligence and Roku, explores how home screen and video ads work in tandem to drive awareness, consideration, brand recall, and purchase intent. While home screen placements effectively capture attention during moments of browsing and discovery, video deepens engagement through immersive storytelling. Together, they create a more connected consumer journey, improving efficiency and helping move audiences from awareness to action.
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