Core Insights - The partnership between Nexxen and H/L aims to tackle the challenge of fragmented viewer attention in the expanding Connected TV (CTV) market, utilizing advanced analytics to enhance advertising effectiveness [1][4] Group 1: Market Trends - In 2025, streaming viewership reached 44.8% of total TV usage, surpassing both broadcast and cable TV for the first time [2] - Advertisers are increasingly viewing CTV as a key avenue for concentrated consumer attention, particularly with the growth of free ad-supported streaming TV (FAST) channels, which have seen a 12% year-on-year increase in monthly viewership [2] - The rise of second-screening has led to fragmented attention, making broad, untargeted media strategies less effective [2] Group 2: Advertising Strategies - H/L has reported up to a 14x increase in conversion outcomes for clients by leveraging Nexxen's demand-side platform (DSP) and advanced insights, focusing on cost-per-unique reach rather than traditional CPMs [3] - The strategy includes blending premium inventories with custom placements and optimizing for down-funnel business outcomes, validated by Marketing Mix Modeling (MMM) partners [3] - Agencies are increasingly adopting advanced measurement techniques to balance high-attention placements with cost-efficient reach [4] Group 3: Technology and Capabilities - Nexxen's DSP combines buying power with supply-side insights, enabling advertisers to target actively engaged viewers based on their viewing habits [4] - Platforms like Philo and DIRECTV Advertising are enhancing inventory with audience insights and unique formats to improve viewer engagement and deliver results [4][5] - Nexxen's technology stack includes a DSP and supply-side platform (SSP), designed to support various advertising needs from discovery to optimization [6][7]