A recent study by Samsung Ads, OMG Australia, and Amplified Intelligence reveals that Connected TV (CTV) home screen ads capture 2.5 times more active attention than traditional linear TV and generate significantly less wastage compared to social media ads. The research, which analyzed consumer engagement across over 20 brands, found that 76% of viewers notice CTV home screen ads, with 59% of that being classified as active attention. In contrast, linear TV only achieves 23% active attention, while social media platforms lose 80% of ad impressions to inattention. OMG's Chief Product Officer, Alex Pacey, highlighted that the device where an ad appears plays a major role in how much attention it receives, overshadowing factors like creative quality or context. The size of the screen directly impacts viewer engagement, and as Samsung Ads’ home screen ad format gains traction in various industries, the importance of tailored creative content becomes more pronounced. Pacey noted that as AI tools for creative development advance, advertisers will increasingly rely on attention data to inform their marketing strategies. Despite the high wastage rate on scrollable social platforms, Pacey argues that this should not undermine their value. He emphasizes that measuring attention is key, and aligning attention data with cost can lead to more effective ad spending. Looking ahead, the study suggests that as measurement techniques improve, there will be opportunities to enhance ad performance on CTV home screens, provided that advertisers do not complicate user experiences. The findings stress that the device itself is a fundamental factor in determining advertising effectiveness.