#Advertising products and data services

Cannes Lions : the CTV homescreen, the new frontier of advertising creativity

24/06/2026

5 min

Cannes Lions is the unmissable annual event where the future of advertising takes shape. This year, one topic stood out under the spotlight: Connected TV (CTV) and, more specifically, advertising possibilities on the HomeScreen.

Jérôme Firon, Head of Advertising Products and Data Collaboration at the Value Factory, took part in the roundtable “Before the Play Button: Creative Opportunity on the CTV Homescreen,” organized by Equativ, where he shared his illuminating vision of this new playground.

Joining him: Joe Evea, Managing Director UK, Titan OS, and Tony Marlow, CMO, Genius Sports. Moderator: James Grant, SVP, Product Marketing, CTV, Addressability & AI, Equativ.

The goal of this sunny panel was, as so often, to demystify the CTV market and share with the many advertisers and agencies in attendance the lessons learned from the first large-scale campaigns.

“With the HomeScreen, your creative can either be the most beautiful piece of art in the house… or an unwanted pop-up appearing in the middle of the living room.”

Jérôme Firon

Head of Advertising Products & Data Collaboration, Value Factory

This homescreen is inventory owned by Bouygues Telecom: a blank canvas for advertisers, upper-funnel, visible to all users, whether they watch linear TV, their favorite streaming app, or VOD.

It’s a unique chance to capture attention “before the Play button”, since there’s not yet competition for attention.

CTV’s potential is colossal, and the projections are telling: global CTV revenues are expected to reach $81 billion by 2030. While the homescreen is not yet a distinct category in these figures, the question raised during the panel was pertinent: can it become one, or will it remain simply a distribution method for streaming ads? The trend suggests its potential is much greater.

CTV combines the reach of traditional television with the precision of digital targeting, offering engagement rates and measurability that linear TV cannot match. It’s a compelling argument for advertisers seeking efficiency.

As an operator, Bouygues Telecom is central to the CTV experience. It doesn’t just provide internet access; it is the custodian of the user experience across millions of homescreens on its customers’ set-top boxes.

The operator becomes an essential partner for brands. It offers privileged access to qualified audiences, valuable data (always with respect for privacy), and a secure delivery environment. The operator is a true enabler of advertising that is more relevant and less intrusive than in-stream ads that interrupt the customer experience.

The roundtable emphasized the “Creative Opportunity”. How do you capture the viewer’s attention before they dive into their content?

The “Moment” of the homescreen

The homescreen can be a unique “Moment” with the customer, indeed with the whole family. The key is to have native creative with a tailored message that understands the premium context of delivery.
Effective personalization

Personalization on the homescreen is key. It’s not about intruding, but about offering relevant ad content based on viewing habits and user preferences.
Interaction beyond the QR code

While the QR code had its moment, its longevity is in question. What other forms of interaction can emerge? CTV paves the way for more immersive and engaging experiences, far beyond the simple click.

The clear takeaway from this roundtable is palpable enthusiasm for the future of CTV. The homescreen is not just another space for advertising; it’s an invitation to rethink creativity, relevance, and engagement.

For adtech professionals, agencies, and advertisers, it’s a golden opportunity to stake a claim in a rapidly growing medium. For skeptics, it promises smarter, better-integrated, and potentially more useful advertising. Bouygues Telecom, through the Value Factory and its initiatives, is firmly committed to shaping this future, making CTV a value driver for everyone.