Why Owning the Hardware and Software Matters in CTV Advertising

What happens when a screen is more than a screen? When it’s the interface, the marketplace, and the measuring stick all in one? 

That’s the VIZIO reality, and it’s transforming how advertisers reach audiences in the streaming era.

At VIZIO, we own the hardware and the software, which means we control the entire connected TV (CTV) experience from the first pixel to the final purchase. This end-to-end integration is more than just a technical distinction. It’s the foundation for seamless, scalable campaigns that deliver real-world results for brands.

Platform Control = Superior Ad Performance

When VIZIO designs a television, we’re not just building a screen… we’re shaping an ecosystem. From our award-winning Smart TV operating system to our customizable Home Screen and industry-leading ACR data via Inscape, every layer of our platform is optimized to drive value across the viewer journey.

That integration pays off in three important ways:

• User Experience: Our OS puts content front and center, not just a bunch of apps, which helps viewers discover entertainment faster and gives brands a chance to show up early in the journey. It’s why VIZIO viewers spend an average of 44 minutes a day on the Home Screen before even entering a streaming app.
• Data and Measurement: Inscape’s opt-in glass-level data from over 24 million devices gives advertisers real-time feedback on what’s working, who’s watching, and how to optimize in-flight.
• Agility and Innovation: Because we build the hardware and the software, we can push new features like interactive ads, pause ads, or shoppable formats directly to the device, unlocking new creative potential overnight.
  
  

Aligning with Shifting Consumer Behavior

Streaming is now the default. Viewers expect personalized, on-demand content that fits into their lives, and brands are expected to keep up. VIZIO’s ecosystem is designed for this new era, where entertainment is seamlessly integrated into everyday routines.

Think about it: TV is no longer just the background. It’s the backdrop to family movie nights, post-work wind-downs, and mid-game snack runs. Our Home Screen turns those moments into opportunities for both content discovery and commerce.

Real Brands, Real Results

Major advertisers are already seeing the difference. When Unilever tapped into our integrated platform through Walmart’s DSP, they streamlined their entire CTV buy, including access to Walmart’s shopper data, real-time targeting, and closed-loop measurement in one motion.

Meanwhile, media brands use VIZIO’s curated content hubs like the Sports Zone and Gamer Hub to surface programming aligned with fan passions and cultural moments. It’s a win-win that allows consumers to find what they love faster, while brands gain premium, context-rich placements.

From high-impact sponsorships on our Home Screen to full-funnel performance campaigns that span household devices, VIZIO’s platform makes it easy for marketers to show up where it matters before, during, and after the stream.

The Takeaway: Don’t Just Buy Space. Buy the System.

In a market where fragmentation slows performance and multiplies complexity, VIZIO offers clarity. Owning both the hardware and software means we can offer something no one else can: a fully integrated ad experience that’s viewer-first, data-rich, and endlessly adaptable. This isn’t just an advantage. It’s a game-changer.

So if you’re ready to move Beyond the Glass and into the living rooms, lives, and shopping carts of 79 million viewers, VIZIO is ready to take you there.

Click here to visit the VIZIO 2025 NEWFRONT HUB to watch the full presentation.

Ready to see how VIZIO can bring your campaign to life? Let’s talk. Click the “Get in touch” button below to connect with a VIZIO representative.