Ad platform Nexxen and marketing agency H/L announced today a partnership to address the issue of getting and keeping viewer attention for ads on Connected TV. The partnership will leverage Nexxen’s demand-side platform and H/L’s experience in conversions across verticals to drive results for advertisers.
The two companies say that they will work with platforms like Philo and DIRECTV to use analytics, audience insights, and “unique formats” to develop quality ads that will hold viewer attention.
“At H/L, we’ve strategically embraced this evolving CTV landscape, leveraging our partnership with Nexxen to transform the way we approach Connected TV advertising,” said Jeremy Cobb, Vice President of Digital Platforms, H/L. “By tapping into Nexxen’s advanced insights, we’ve crafted a strategy that blends premium inventories and custom placements for initial viewer activation, with cost-effective long-tail.”
The companies point to data showing that in 2025, streaming viewership surpassed broadcast and cable for the first time. With that shift, advertisers need to adjust their strategies to meet the demands of a streaming audience.
“Navigating the new CTV landscape requires knowing who’s truly paying attention and managing ad frequency with precision,” said Kara Puccinelli, Chief Customer Officer, Nexxen. “That’s why agencies are leaning into advanced measurement, balancing high-attention placements with cost-efficient reach. Nexxen DSP combines buying power with supply-side insights to help advertisers target actively engaged viewers, not just where they watch, but on what they watch.”
“CTV remains one of the most impactful ways to connect with audiences, particularly while watching content they’re passionate about. Navigating today’s environment, it’s critical to find viewers in those premium environments and then to engage with them in a relevant way,” said Aulden Kaye Yi, Head of Advertising Partnerships, Philo. “Working with Nexxen allows us to surface our inventory with granular audience and contextual signaling, which enables partners like H/L to connect effectively with Philo’s viewership and deliver results.”
“As live sports programming continues to shift to CTV, Nexxen allows us to surface and package this high-value ad inventory with contextual and audience data signals that buyers can easily decipher to enable them to transact in real time,” said Edmund Jules, Senior Director of Ad Sales Partnerships, DIRECTV Advertising. “It facilitates an audience-driven approach to advertising, helping brands get in the game more efficiently and reach their target audiences during big sports moments with peak engagement.”