Developing
The performance results are Telly's own campaign claims.
In 60 seconds
- On September 9, 2026 Telly and Magnite expanded their partnership so Telly's Home Screen ads can be bought programmatically.
- Buyers named include The Trade Desk and Teads.
- The first Five-Minute Private Marketplace combines guaranteed five-minute brand presence with premium content signals such as live sports, movies, gaming and comedy.
- Home Screen ads use the IAB's Native Tile ad standard, and Telly is working with the IAB Tech Lab on specs for the bidstream.
Impact Layer
- What changed
- A TV maker's persistent home screen ads became available through standard programmatic buying.
- Why it matters
- It extends programmatic into a premium, always-visible TV placement and tests a duration-based way to buy it.
- Who is affected
- CTV and brand advertisers, agencies, supply-side platforms and TV makers.
- Martech stack area
- Advertising
- Stack impact
- Ask for duration, frequency and measurement details before moving budget, since the format differs from a 30-second spot.
- Business impact
- Low Campaign results come from Telly's own announcement. Pricing and scale details were not in what we read.
- Related technologies
- Related vendors
- What to watch
- The IAB Tech Lab standard, independent measurement, and how many buyers adopt duration-based deals.
On September 9, 2026, Telly and Magnite announced that Telly’s Home Screen ads can now be bought programmatically. The announcement, in a press release reproduced by MarTech Series, expands an existing partnership.
What was announced
- Programmatic buying of Telly Home Screen ads through major demand-side platforms, including The Trade Desk and Teads.
- A Five-Minute Private Marketplace, described as a first, that combines guaranteed five-minute brand presence with premium content signals such as live sports, movies, gaming and comedy.
- Home Screen ads are built on the IAB’s Native Tile ad standard, and Telly is working with the IAB Tech Lab on standard specs in the bidstream.
Claims
Telly reports a streaming-subscription campaign with five times more app opens for five-minute campaigns than for 30-second ones and a 22% higher conversion likelihood, and a quick-service restaurant campaign with nearly five times higher engagement for two-minute Home Screen ads than for traditional 30-second spots. These are the company’s results. Mike Shehan, Telly’s chief revenue officer, says the future of television advertising “isn’t replacing” the commercial break but “expanding what television advertising can be.”
Our read
The interesting idea is buying time on screen, not impressions: five minutes of presence instead of a 30-second slot. That suits launches and subscription offers, and it complicates comparison with other CTV buys. Buyers should ask how presence is verified and how attention is measured, since the results here come from the seller.
Sources
- MarTech Series: Telly takes television advertising beyond the commercial break (opens in a new tab)
Source of the partnership, Five-Minute PMP, named buyers, IAB standard, results and quotations.
- Nasdaq: Telly takes television advertising beyond the commercial break (opens in a new tab)
The press release; the page timed out and was not read.