Hong Kong has firmly established itself as one of Asia’s most advanced Connected TV (CTV) markets. With near-universal Smart TV adoption and strong streaming penetration, the living room has become the most valuable environment for brand storytelling.
At Teads’ recent industry gathering, The Power of the CTV Homescreen – Winning Attention in the Living Room, leaders from agencies, broadcasters, and platform partners came together to unpack what this shift means for brands—and how they should evolve their CTV strategies to stay ahead.
Below are the key takeaways from the discussion.
1. The Homescreen Is Where CTV Discovery Begins
As viewing habits continue to move away from linear TV and individual streaming apps, discovery is increasingly happening before content starts. The CTV HomeScreen has become the first point of interaction in the living room—where viewing decisions are made and attention is naturally high.
This pre-content moment offers brands a unique opportunity to be present without disrupting the viewing experience, reframing advertising as part of discovery rather than interruption.
“The homescreen isn’t just a navigation layer anymore—it’s where attention is won before viewers even press play,” shared Charlie Clack, General Manager, Havas Media Hong Kong.
Takeaway: Brands should view the homescreen as a strategic entry point—not an add-on—to their CTV plans.
2. Premium CTV Requires a Multi-Platform Approach
One of the strongest themes from the event was the importance of partner diversity in a maturing CTV ecosystem.
No single platform can deliver full premium reach in Hong Kong. Instead, brands benefit from combining global Smart TV environments with trusted local platforms—balancing scale, quality, and relevance.
“Fragmentation only becomes an issue when planning happens in silos,” noted Jason Wong, General Manager, Omnicom Media Hong Kong. “When brands plan holistically across premium CTV entry points, they actually gain efficiency and stronger reach.”
Takeaway: The future of CTV planning lies in orchestration—not concentration.
3. Creative Must Be Built for the Living Room First
CTV may be digital, but it behaves very differently from mobile or desktop—especially on the homescreen.
Creative that performs best in the living room is designed for distance viewing and quick comprehension, with clear branding, strong visuals, and immediate messaging. The discussion also reinforced the value of extending homescreen exposure into mobile and desktop follow-ups to deepen engagement.
Takeaway: Successful CTV creative starts with the TV screen—and then connects seamlessly across devices.
4. Measurement Is Shifting from Delivery to Impact
As CTV investment grows, so does the need for more meaningful measurement frameworks.
While impressions and completion rates remain important, marketers are increasingly prioritising attention, brand outcomes, and incremental reach. Consistency across platforms is critical to understanding true performance in a diversified CTV plan.
Takeaway: Measuring what matters means aligning metrics with how viewers actually experience CTV.
5. Collaboration Will Define the Next Phase of CTV Growth
The evolution of CTV in Hong Kong is being driven by collaboration—between brands, agencies, publishers, and OEM partners. Simplifying complexity through a single strategic activation partner enables brands to unlock the full potential of the living room.
Takeaway: Winning the living room is a collective effort, not a single-platform play.
The Teads Perspective
In Hong Kong’s premium media landscape, CTV success is not defined by one device, one publisher, or one format. It is shaped by the ability to connect multiple premium entry points—from global Smart TV platforms to trusted local environments—through a unified strategy.
Through partnerships with Samsung Ads, LG, and myTV Super, Teads enables brands to activate the CTV homescreen with scale, consistency, and confidence.
This is how brands win the front page of the living room in Hong Kong.