Nexxen and H/L Team Up to Boost CTV Advertising Efficiency
Event summary
- Nexxen and H/L have partnered to address fragmented viewer attention in the expanding CTV market.
- H/L has achieved up to a 14x lift in conversion outcomes for clients using Nexxen’s DSP and advanced insights.
- Streaming viewership surpassed broadcast and cable TV combined in 2025, commanding 44.8% of total TV usage.
- Philo and DIRECTV Advertising are enhancing inventory with audience insights and unique formats to meet buyer demand.
The big picture
The partnership between Nexxen and H/L underscores the shift in advertising strategies towards data-driven, targeted approaches in the CTV market. With streaming viewership surpassing traditional TV, advertisers are increasingly leveraging advanced analytics and precise targeting to drive measurable results. This collaboration highlights the growing importance of signal-backed media strategies in navigating fragmented viewer attention and maximizing conversion outcomes.
What we're watching
- CTV Market Growth
- How the rapid growth of CTV and FAST channels will impact advertising strategies and viewer engagement.
- Data-Driven Advertising
- Whether Nexxen’s advanced insights and DSP can sustain high conversion outcomes for clients across verticals.
- Ad Inventory Optimization
- The pace at which platforms like Philo and DIRECTV Advertising can enhance inventory with audience insights and unique formats.
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