As CTV Proliferates, Nexxen and H/L Partner on Smarter, Data-Driven Advertising Strategies
Rhea-AI Summary
Nexxen (NASDAQ: NEXN) and agency H/L announced a partnership to apply Nexxen’s DSP and audience insights to Connected TV (CTV) advertising, prioritizing attention-based targeting and frequency management. H/L reports up to a 14x lift in conversion outcomes for clients using signal-backed strategies.
The release cites streaming reaching 44.8% of total TV usage in 2025 and FAST monthly viewership rising roughly 12% YoY, arguing advertisers should favor precise, measurement-driven CTV buys across platforms like Philo and DIRECTV Advertising.
Positive
- 14x lift in conversion outcomes reported by H/L for clients using Nexxen strategies
- Streaming reached 44.8% of total TV usage in 2025, indicating CTV scale
- FAST monthly viewership up roughly 12% YoY, with longer average session lengths
Negative
- Fragmented viewer attention reduces effectiveness of broad, untargeted media strategies
Key Figures
Market Reality Check
Peers on Argus
NEXN fell 7.89% while key advertising peers like ADV (-14.25%), QNST (-13.33%), ANTE (-4.92%), CRTO (-4.10%), and CCO (-2.26%) also traded lower. Only one peer appeared in the momentum scanner, so the move screens as more stock-specific than a broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 02 | Share repurchase update | Positive | +0.5% | January 2026 buyback summary and remaining authorization under repurchase program. |
| Jan 07 | Market insights report | Positive | -2.3% | World Cup viewing forecast highlighting fragmented TV audiences and Nexxen tools. |
| Jan 06 | Board transitions | Neutral | -2.3% | Post-AGM board changes with six directors and audit committee plans. |
| Jan 02 | Buyback & new program | Positive | -3.4% | December 2025 buybacks and approval of new <b>$40M</b> repurchase authorization. |
| Dec 29 | AGM postponement | Neutral | +0.8% | Rescheduling AGM to January 6, 2026 with extended voting deadline. |
Recent Nexxen news, including buybacks and governance updates, has often seen modest single-digit price moves, with both positive and negative reactions regardless of seemingly shareholder-friendly actions.
Over the last months, Nexxen has combined capital returns with governance and strategic positioning updates. Share repurchase summaries in December 2025 and January 2026 detailed millions of dollars deployed and share count reductions, alongside authorization for a new $40 million program. Corporate actions around the postponed and then held 2025 AGM, plus World Cup viewing insights and board transitions, show a company refining governance and capital allocation while promoting its data capabilities. Today’s CTV-focused partnership news fits into that narrative of emphasizing advanced TV and audience analytics.
Market Pulse Summary
This announcement underscores Nexxen’s focus on data-driven Connected TV advertising, highlighting up to 14x conversion lifts for H/L clients and structural trends such as streaming reaching 44.8% of TV usage and growing FAST consumption. Recent history shows Nexxen pairing such strategic positioning with capital returns via buybacks and governance refinement. Investors may watch for further evidence that these partnerships expand advertiser spend and translate into sustained financial performance and market share gains.
Key Terms
connected tv technical
demand-side platform financial
dsp financial
free ad-supported streaming tv technical
marketing mix modeling financial
AI-generated analysis. Not financial advice.
Prioritizing viewer attention and leveraging advanced analytics, advertisers can effectively drive measurable, meaningful business results through the Nexxen DSP
Platforms like Philo and DIRECTV Advertising are enhancing inventory with audience insights and unique formats to meet buyer demand for quality and attention
NEW YORK, Feb. 04, 2026 (GLOBE NEWSWIRE) -- Nexxen (NASDAQ: NEXN), a global, flexible advertising platform with deep expertise in data and advanced TV, and H/L, a renowned multiservice and independent agency that’s been making momentum for local, regional and national marketers, are working together to address one of the most pressing challenges facing buyers today: navigating fragmented viewer attention and an expanding Connected TV (“CTV”) market. Leveraging Nexxen’s demand-side platform (“DSP”) and advanced insights, H/L has driven up to a 14x lift in conversion outcomes for clients across verticals, illustrating how signal-backed media strategies can drive real results.
In 2025, streaming viewership surpassed the combined share of both broadcast and cable TV for the first time ever, commanding
“At H/L, we’ve strategically embraced this evolving CTV landscape, leveraging our partnership with Nexxen to transform the way we approach Connected TV advertising,” said Jeremy Cobb, Vice President of Digital Platforms, H/L. “By tapping into Nexxen's advanced insights, we've crafted a strategy that blends premium inventories and custom placements for initial viewer activation, with cost-effective long-tail.”
Prioritizing cost-per-unique reach over traditional CPMs, implementing blended and unique frequency management by app and optimizing toward down-funnel business outcomes has allowed H/L’s clients, such as those in automotive and insurance, to increase their conversion outcomes by up to fourteen times, compared with traditional CTV programs. These measurable successes, validated by Marketing Mix Modeling (“MMM”) partners, consistently position H/L's clients to exceed their performance goals.
“Navigating the new CTV landscape requires knowing who’s truly paying attention and managing ad frequency with precision,” said Kara Puccinelli, Chief Customer Officer, Nexxen. “That’s why agencies are leaning into advanced measurement, balancing high-attention placements with cost-efficient reach. Nexxen DSP combines buying power with supply-side insights to help advertisers target actively engaged viewers, not just where they watch, but on what they watch.”
Across the marketplace, media companies are also helping advertisers make more informed and effective media buys. Platforms like Philo and DIRECTV Advertising offer advanced ways of delivering results, surfacing high-value inventory and improving viewer engagement through unique formats.
“CTV remains one of the most impactful ways to connect with audiences, particularly while watching content they’re passionate about. Navigating today’s environment, it’s critical to find viewers in those premium environments and then to engage with them in a relevant way,” said Aulden Kaye Yi, Head of Advertising Partnerships, Philo. “Working with Nexxen allows us to surface our inventory with granular audience and contextual signaling, which enables partners like H/L to connect effectively with Philo’s viewership and deliver results.”
“As live sports programming continues to shift to CTV, Nexxen allows us to surface and package this high-value ad inventory with contextual and audience data signals that buyers can easily decipher to enable them to transact in real time,” said Edmund Jules, Senior Director of Ad Sales Partnerships, DIRECTV Advertising. “It facilitates an audience-driven approach to advertising, helping brands get in the game more efficiently and reach their target audiences during big sports moments with peak engagement.”
About Nexxen
Nexxen empowers advertisers, agencies, publishers and broadcasters around the world to utilize data and advanced TV in the ways that are most meaningful to them. Our flexible and unified technology stack comprises a demand-side platform (DSP) and supply-side platform (SSP), with the Nexxen Data Platform at its core. With streaming in our DNA, Nexxen’s robust capabilities span discovery, planning, activation, monetization, measurement and optimization – available individually or in combination – all designed to enable our partners to achieve their goals, no matter how far-reaching or hyper niche they may be.
Nexxen is headquartered in Israel and maintains offices throughout the United States, Canada, Europe and Asia-Pacific, and is traded on Nasdaq (NEXN). For more information, visit www.nexxen.com.
For further information please contact:
Caroline Smith, Vice President of Communications
csmith@nexxen.com
Forward Looking Statements
This press release contains forward-looking statements, including forward-looking statements within the meaning of Section 27A of the United States Securities Act of 1933, as amended, and Section 21E of the United States Securities and Exchange Act of 1934, as amended. Forward-looking statements are identified by words such as “anticipates,” “believes,” “expects,” “intends,” “may,” “can,” “will,” “estimates,” and other similar expressions. However, these words are not the only way Nexxen identifies forward-looking statements. All statements contained in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including without limitation statements regarding anticipated benefits related to Nexxen’s partnership with H/L as well as any other statements related to Nexxen’s future financial results and operating performance. These statements are neither promises nor guarantees but involve known and unknown risks, uncertainties and other important factors that may cause Nexxen’s actual results, performance or achievements to be materially different from its expectations expressed or implied by the forward-looking statements, including, but not limited to risks related to not realizing the anticipated benefits of Nexxen’s partnership with H/L. Nexxen cautions you not to place undue reliance on these forward-looking statements. For a more detailed discussion of these factors, and other factors that could cause actual results to vary materially, interested parties should review the risk factors listed in the Company’s most recent Annual Report on Form 20-F, filed with the U.S. Securities and Exchange Commission (www.sec.gov) on March 5, 2025. Any forward-looking statements made by Nexxen in this press release speak only as of the date of this press release, and Nexxen does not intend to update these forward-looking statements after the date of this press release, except as required by law.
Nexxen, and the Nexxen logo are trademarks of Nexxen International Ltd. in the United States and other countries. All other trademarks are the property of their respective owners. The use of the word “partner” or “partnership” in this press release does not mean a legal partner or legal partnership.
The information in this press release about H/L is based on data provided by H/L to Nexxen. This information has not been independently verified by Nexxen, and the Company cannot confirm its accuracy.
FAQ
How did Nexxen (NEXN) and H/L claim their partnership improves CTV advertising performance?
What conversion lift did H/L report for clients using Nexxen DSP strategies?
What CTV usage milestones did the announcement cite for 2025 relevant to NEXN?
How are platforms like Philo and DIRECTV Advertising involved with Nexxen and H/L for NEXN-related buys?
What audience challenges does Nexxen (NEXN) say advertisers must address in CTV campaigns?
