Telly Takes Television Advertising Beyond The Commercial Break

Telly and Magnite are bringing Telly’s persistent Home Screen ad format into programmatic buying with extended, behavior-shifting campaign durations.

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Expanded partnership with Magnite brings Telly's Home Screen Ads to programmatic buyers including The Trade Desk and Teads, introducing a new era of persistent, context-aware television advertising.

LOS ANGELES--(BUSINESS WIRE)-- Telly, the smartest TV ever built and offered at the revolutionary price of free, today announced the expansion of its partnership with Magnite (NASDAQ: MGNI), the largest independent sell-side advertising company. For the first time, advertisers can buy Telly's Home Screen ads programmatically through Magnite. Building on Telly's use of Magnite's SpringServe as its primary ad server, the expanded partnership now enables Home Screen campaigns to be activated and delivered through the same platform, bringing together premium CTV inventory, content intelligence and breakthrough extended-duration creative. Built on the IAB's Native Tile ad standard, Telly's persistent Home Screen Ads are always-visible placements that live alongside the viewing experience within Telly’s integrated second smart screen - not inside the traditional commercial break.

Instead of appearing only during commercial breaks, Telly's Home Screen ads remain visible while audiences are actively engaged with the content they came to watch. Every campaign delivers 100% share of voice and 100% viewability for its guaranteed 30 second standard duration, with advertisers able to extend campaigns in 30-second increments based on the targeting objectives that include contextual adjacency, co-viewing and audience insights.

As part of the launch, Telly is introducing new duration-based programmatic marketplaces through Magnite, including a first-of-its-kind Five-Minute Private Marketplace (PMP) that combines guaranteed five-minute brand presence with premium content signals such as live sports, movies, gaming and comedy.

"The future of television advertising isn't replacing the commercial break, it's expanding what television advertising can be," said Mike Shehan, Chief Revenue Officer of Telly. “The most engaging brand experiences don't interrupt what consumers love, they become part of it. Telly combines interactive display, premium video and content intelligence to help brands stay present throughout the viewing experience, and together with Magnite we're making those experiences available programmatically for the first time."

Unlike traditional television advertising, Telly's extended duration Home Screen ads combine three advantages no other CTV format delivers together:

• Greater Discovery. Extended duration gives consumers more time to discover, explore and engage with brands.
• Deeper Consideration. Longer exposure builds familiarity that drives stronger business outcomes.
• Presence During Every Moment That Matters. Persistent Tiles keep brands visible while viewers are engaged with content—not just during commercial breaks.

The announcement follows campaign results demonstrating that duration changes outcomes.

• Streaming Subscription Campaign: For a major entertainment brand, five-minute campaigns generated 5X more app opens than 30-second campaigns. More importantly, those incremental visitors were significantly more valuable. Consumers exposed to the five-minute campaigns were 22% more likely to convert into paying subscribers after opening the app.
• National QSR Campaign: A two-minute Home Screen campaign delivered nearly 5X higher engagement than a traditional 30-second television campaign.

Across both campaigns and categories, the conclusion was clear: more time doesn't simply increase awareness, it changes consumer behavior.

Through Magnite, advertisers can now activate Telly campaigns programmatically while combining persistent Home Screen ads with content intelligence targeting and extended-duration creative.

"Our partnership with Telly introduces a new opportunity to move beyond the traditional commercial break," said Mike Laband, Group SVP, Revenue at Magnite. "Telly has created a truly differentiated, CTV-native advertising experience. By combining premium content signals with persistent, non-disruptive Home Screen creative enabled through Magnite's technology, we're giving buyers access to a unique advertising opportunity that feels native to streaming while helping consumers stay present throughout the viewing experience."

Major buyers from across the industry have also signed on to Telly’s programmatic home screen marketplace including The Trade Desk and Teads.

"CTV has given advertisers precision and scale to buy premium content on the largest screen in the home, and with Telly's Home Screen inventory, that scale just got significantly larger," said Taylor Ash, Vice President of Inventory Development at The Trade Desk. "The Home Screen is the launch point for every viewer's digital media experience – streaming TV, music, gaming and more. This is key inventory for every media plan."

“Advertisers are looking for innovative ways to build sustained consumer connection beyond standard ad breaks,” said Simon Klein, SVP, Commercial Strategy, CTV at Teads. “By bringing Telly’s persistent HomeScreen formats into Teads’ programmatic platform via Magnite, we’re enabling brands and agencies to pair high-impact, extended-duration creative with the targeting precision, omnichannel scale, and buying efficiency they rely on from Teads. We are thrilled to be leading the market as an initial DSP partner in unlocking this next-generation CTV capability.”

"Advertisers no longer have to choose between the scale and efficiency of programmatic buying and breakthrough creative experiences," Shehan added. "With Telly, they can have both."

About Telly

Telly is the smartest TV ever built—offered at the revolutionary price of free. Reserve yours today at www.telly.com and see why the living room will never be the same.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260909311799/en/

Press Contact
Telly: dallas@telly.com

Source: Telly

Key Terms

programmatic technical

"Programmatic" describes the automated process of buying and selling financial assets or advertising space using computer systems and algorithms. It allows transactions to happen quickly and efficiently, often without human intervention, similar to how vending machines dispense snacks automatically. For investors, programmatic methods can lead to faster decision-making and more precise targeting of opportunities, potentially enhancing overall investment performance.

viewability technical

Viewability is a measurement of whether an online ad or piece of digital content was actually in a user’s sight long enough to be noticed, not just delivered to a page. Think of it like a billboard you can actually see from the road versus one hidden behind trees; higher viewability means marketing dollars are more likely to reach real people, which matters to investors because it influences ad effectiveness, revenue, and the value of digital media assets.

private marketplace financial

A private marketplace is a trading venue where ownership stakes, loans or securities are bought and sold directly between accredited investors, companies and intermediaries rather than on public stock exchanges. Think of it like a private farmers’ market: fewer sellers and buyers, less public pricing information, and transactions tailored to specific needs. For investors, private marketplaces matter because they can offer access to deals, potential higher returns or discounts, but with less liquidity and more uncertainty about value.