Home screen ads on CTV appear on the TV's launcher or streaming app home screen before any content is selected. The viewer is in content discovery mode — browsing what to watch — which is a high-visibility but lower-intent moment compared to mid-content placement.
India home screen inventory by platform:
- Samsung Ads Smart Hub banner: The most visible home screen placement in India CTV — top of Samsung Tizen launcher. Direct deal via Samsung Ads India team. ACR data targeting available (target by viewing behaviour). Static, animated, or video banner.
- Amazon Fire TV sponsored tiles: Available via Amazon DSP — the only programmatic home screen CTV buying in India. Good for app installs, content promotion, e-commerce.
- LG Ads: Home screen display developing in India — direct deal, limited as of 2025–26.
- JioCinema/Hotstar home screens: Featured content tiles available via direct deal as part of content partnership packages.
When to use: App installs, content promotion, top-of-funnel brand awareness, reach extension alongside video campaigns. Not for performance objectives — the intent state is browse, not purchase.
Full guide
For a complete explanation, read: Home screen ads on CTV: launcher inventory, OEM platforms, and India buying