Nexxen and V Partner to Target Soccer Fans with Smart TV Ads During 2026 World Cup
Event summary
- Nexxen and V (formerly VIDAA) have partnered to enable advertisers to reach soccer fans via VIDAA OS-powered Smart TVs during the Summer 2026 FIFA World Cup.
- The partnership leverages Nexxen's DSP and SSP for programmatic ad campaigns on Hisense and Toshiba Smart TVs across key global markets.
- Hisense, as an official World Cup sponsor, offers exclusive experiential activations for select brands, including in-person match attendance and Smart TVs.
- Nexxen predicts fragmented viewing behavior around the World Cup, emphasizing the need for high-impact advertising on Smart TV home screens.
The big picture
The partnership between Nexxen and V underscores the shifting dynamics of sports advertising, as audiences increasingly consume content across fragmented platforms. With the FIFA World Cup 2026 serving as a major tentpole event, the collaboration aims to capture the attention of soccer fans on the largest screen in their homes. This move reflects the broader industry trend of leveraging Smart TV operating systems to deliver targeted, high-impact advertising experiences.
What we're watching
- Ad Engagement
- How the native home screen placements on VIDAA OS will impact ad engagement and viewer experience during the World Cup.
- Market Fragmentation
- Whether Nexxen's prediction of fragmented viewing behavior will affect ad effectiveness and reach.
- Sponsorship Impact
- The pace at which Hisense's experiential activations will drive brand loyalty and consumer engagement.
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