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Currys Connected Media adds CTV capability across smart TVs in UK and the Nordics

Currys Connected Media, the retail media network are of one of Europe’s leading technology retailers, has added Connected TV (CTV) advertising to its offering through a partnership with Titan OS, a European technology, entertainment and advertising company that has launched its own independent operating system for CTVs.

Following its launch in August 2023, leading brands such as Samsung, Hisense and Acer have already started using Currys Connected Media (CCM) to understand, reach and engage tech-hunting consumers.

Now, thanks to a new partnership with Titan OS, brands can reach in-market consumers on 100,000s of Philips and JVC CTVs across the UK and Nordics. 

Within the Titan OS operating system, viewers can be intelligently targeted with brand-safe, premium ad formats, such as homepage banners and instream ads delivered alongside premium content. 

With an ever-increasing number of consumers using CTVs – 131 billion hours are thought to be spent browsing or watching Smart TVs each year worldwide, according to ComScore – this provides partnered advertisers with another valuable way to reach and influence new audiences with relevant messages.

Adverts served on these TVs will be targeted using a combination of viewing data from Titan OS and consent driven data from Currys and its partners, meaning consumer brands can identify likely shoppers and target them with highly personalised adverts. It is all underpinned by a custom-built consent management platform powered by OneTrust, providing users full control over how their data is used.

These adverts will be served within an operating system that helps viewers spend less time searching for content and more time viewing their favourite entertainment. Titan OS intuitively shows users how to get to their must-watch shows – no matter what streaming platform they are hosted on – solving the ‘analysis paralysis’ which sees many of us spend longer browsing than watching. 

Andy Barratt, Head of Retail Media at Currys says: “Increasing adoption of Connected TV represents a huge shift in consumer viewing habits and this exciting partnership between Currys and Titan OS offers a new and innovative way of targeting customers and driving better returns for advertisers.”

Tim Edwards, COO at Titan OS adds: “We are delighted to be working so closely with the largest retailer of TVs in the UK & Nordics. This partnership, meaning more relevant, personalised adverts for viewers, will deliver real benefits to customers and advertisers. As a company with a strong European proposition, this win-win collaboration is particularly significant to increase our footprint.”

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