Channel 4 has expanded its connected TV advertising portfolio through a new partnership with smart TV advertising specialist V, enabling the broadcaster to sell home screen advertising inventory across the VIDAA operating system.
The agreement gives advertisers access to premium home screen placements on VIDAA-powered smart TVs, including devices manufactured by Hisense, Toshiba and Loewe.
Home screen advertising has emerged as a growing segment of the connected TV market, allowing brands to engage viewers from the moment they switch on their television and before they enter a streaming service or channel.
Among the formats available through the partnership is V’s hero video banner carousel, which can expand to full-screen and occupy the primary navigation environment of the smart TV interface.
The move extends Channel 4’s advertising innovation strategy as broadcasters increasingly seek new revenue opportunities beyond traditional video advertising. It also follows the broadcaster’s recent push into expanded programmatic distribution through partnerships with Amazon Ads, FreeWheel, PubMatic, Yahoo DSP and Hawk.
“Home screen advertising is a high impact, innovative format which gives brands the opportunity to run at the highest engagement point, when viewers turn on the TV and are leaning in, so we’re delighted to partner with V,” said Jaymin Kassam, Head of Ad Sales Business Operations & Revenue Innovation at Channel 4.
Guy Edri, CEO of V, said the partnership combines broadcaster expertise with connected TV scale.
“Broadcasters bring unmatched local market expertise, trusted advertiser relationships, and premium advertising environments. By partnering with Channel 4, we’re combining those strengths with the scale of the V Smart TV platform to create new opportunities for advertisers,” he said.
“TV is evolving, but the fundamentals remain the same: TV is still TV, and trusted partnerships drive results.”
Edri added that the UK remains one of the world’s most mature streaming markets, with connected TV increasingly central to content discovery and consumption.
The deal reflects the growing importance of the smart TV operating system as an advertising platform in its own right, as manufacturers and technology providers look to monetise the television interface beyond content viewing. For broadcasters such as Channel 4, home screen advertising offers another route to reach audiences and advertisers as viewing continues to shift towards streaming and connected TV environments.
