With the evolution of television advertising continuing to pick up steam, Nexxen and H/L Partner, teamed up to deliver Smarter, Data-Driven Advertising Strategies. This new partnership was born out of addressing one of the biggest issues facing the television advertising space. Entirely, the challenge of reaching the fragmented Connected TV space.
The partnership combines Nexxen’s highest-grade demand side platform (DSP) and data expertise with H/L’s agency acumen to execute precise and attention-based media strategies that concentrate on where viewers are not just watching, but where they are engaging. This impacting partnership will see agencies and brands it works with enjoy significant improvement, with some clients seeing their conversion outcomes increase up to 14-fold compared to traditional CTV efforts.
The CTV Market Is Maturing – And Fragmentation Is the New Normal
CTV has officially led the traditional broadcast and cable TV categories in viewer share with statistics that reveal that it has reached 44.8 % of the total TV viewer share by the year 2025. This illustrates a format of interaction that reflects the capacity that exists with the use of the streaming platforms and application ecosystem that current audiences are adopting with increasing frequency. The statistics show that the use of FAST TV has a 12 % viewer share increment each year, with longer viewer sessions.
However, while this growth creates great opportunities for marketers to engage with growing audiences, it has also created complexity for those marketers. Indeed, viewers fragment their viewing between screens and providers. And while traditional, broad-reach media strategies are no longer sufficient on their own, to create business impact, the advertising industry must start to embrace data-driven, audience-centric planning strategies for attention, reach, and frequency management.
This partnership between Nexxen and H/L is designed to do just that: to guide brands through the proliferation of CTV with more effective targeting and more exacting measurement.
Also Read: Pinterest Moves into Connected TV with Strategic Acquisition of tvScientific
What This Means for B2B Marketing and Advertising
Precision Targeting in a Fragmented Viewing Landscape
For B2B advertisers – particularly those in categories like enterprise technology, telecom, automotive, or insurance – the ability to target relevant audiences at scale is crucial. As CTV becomes a dominant touchpoint in media consumption, it presents an opportunity to reach influential business audiences with richer storytelling and contextual relevance.
Leveraging Nexxen’s DSP combined with audience insights allows agencies like H/L to optimize towards true engagement metrics rather than traditional impressions or gross rating points (GRPs). This means prioritizing cost-per-unique reach and down-funnel business outcomes (like conversions or qualified leads) over vanilla CPM (cost per thousand) metrics that historically dominated TV advertising.
For B2B marketers, this shift brings CTV strategies closer in line with digital performance marketing, where outcome-driven measurement is often the norm.
Attention-First Media Planning and Smarter Frequency Control
Fragmentation has made attention a scarce commodity — especially on platforms where consumers might watch content while simultaneously browsing on mobile devices. Agencies that can understand which viewers are actually paying attention — and optimize frequency effectively — are more likely to unlock better ROI.
Nexxen’s platform equips brands and agencies with signal-backed insights to do exactly that — blending premium CTV placements with data signals that help advertisers know who is watching, where, and how often. H/L, by integrating these insights into campaign strategies, has already reported improved downstream outcomes across verticals like automotive and insurance.
For B2B firms, running multi-touch, audience-focused campaigns that consistently engage buyers across screens can help reinforce messaging throughout complex purchase cycles – making CTV a strategic medium for both brand building and demand generation.
Data-Driven Measurement Reinforces Strategy
Possibly the most significant challenge with the television and CTV space thus far has been the concept of attribution and the ability to provide a tangible outcome. Unlike the social or search environment, where an immediate conversion is easily recognized, the television environment has not been easily tied to a specific result.
To address this challenge, the Nexxen/H/L partnership is using state-of-the-art analytics and measurement techniques, including the validation of marketing mix modeling (MMM) to demonstrate that an effective CTV strategy is associated with a significant increase in conversions and business-related lift.
This is particularly useful for B2B teams that have to measure media budgets by revenue benefits and create business cases for investing strategically in new channels like CTV.
Industry Implications and Broader Trends
The partnership also reflects broader industry trends that B2B marketers and advertisers should take note of:
- CTV Is No Longer Experimental – Streaming has overtaken traditional broadcast as the primary viewing channel, making CTV mainstream for both branding and performance campaigns.
- Data Is Central to Advertising ROI – Signal-based targeting and measurement are driving smarter budget allocation and campaign optimization.
- Advanced Platforms Matter – Companies like Nexxen that combine DSP functionality with deep audience insights and flexible media buying are becoming essential partners for agencies and brands with high measurement expectations.
For B2B businesses, these shifts underscore the importance of integrated media strategies that balance brand visibility with measurable business outcomes, especially as audiences continue to fragment across screens.
Conclusion
As the popularity of CTV is rising exponentially, the scope for advertisers is to not consider this platform a “nice to have” but a necessity. The partnership between Nexxen and H/L is a classic example of the “smart strategies” that have redefined the advertising environment.
For B2B marketing and advertising executives, following these data-focused strategies for CTV will not only make marketing investments more efficient and effective, it will also give them better insights, better engagement, and better leverage of marketing investments against business growth.
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