Hisense collaborates with VIDAA and Deutsche Telekom for the launch of their first Operator Smart TV
Connected TV (CTV) is rapidly becoming the go-to platform for entertainment, and the latest developments in the industry are making it even more appealing to consumers.
Kicking off the news is the announcement that Kargo CTV campaigns are achieving an impressive 78% higher attention than industry standards. This is a significant achievement, indicating that advertisers are getting more bang for their buck when it comes to CTV advertising.
Another exciting development comes from VIDAA, whose global platform statistics demonstrate the scalability of the Operator Smart TV model. With a presence across 400 brand partnerships and 30 million connected devices, it's clear that VIDAA's solution is gaining traction in the market.
The timing of these announcements is no coincidence, as they align with the rapid expansion of the CTV advertising market. As more consumers turn to CTV for their entertainment needs, advertisers are following suit, looking to capitalize on this growing audience.
Arnim Butzen, SVP TV & Entertainment at Telekom Deutschland, expressed that the Operator TV solution will provide a full MagentaTV experience on SmartTVs without additional hardware. This is a major win for consumers, who will be able to enjoy their favourite shows and movies without the need for extra equipment.
Nexxen has renewed its partnership with VIDAA for North American CTV expansion, and the collaboration will launch MagentaTV as a native application on VIDAA-powered Hisense Smart TVs in Germany by the end of 2025. Full Operator TV integration is planned for 2026.
Movistar Plus+ has also launched on Titan OS across Philips Smart TVs in Spain, further demonstrating the growing popularity of CTV.
The first true Operator Smart TV launch represents a significant technological convergence between telecommunications services and consumer electronics manufacturing. VIDAA International Holdings B.V., Hisense, and Deutsche Telekom's MagentaTV service have partnered to create this innovative product, which delivers on the promise of Smart TV by providing seamless access to content without complexity.
Guy Edri, CEO of VIDAA, stated that the product delivers on the promise of Smart TV, providing seamless access to content without complexity.
Hisense has also made waves in the industry, ranking number one globally in televisions with screen sizes of 100 inches and above from 2023 through the first half of 2025.
MagentaTV provides access to more than 180 television channels, including over 160 HD channels, combined with MagentaTV+ streaming content.
The partnership between VIDAA International Holdings B.V., Hisense, and Deutsche Telekom's MagentaTV service plans to expand from Germany initially to other European markets including Austria and further regions starting in 2026.
Magnite has rolled out pause ads for streaming TV with DIRECTV and Fubo, while Microsoft has launched Premium Streaming campaigns including Netflix.
Viant has integrated with Wurl for scene-level CTV targeting, announced on August 19, 2025. This partnership addresses growing consumer preference for simplified entertainment experiences, consolidating functionality within a single television interface.
Smart TV ads are also proving to be effective in helping holiday shoppers make decisions, with 59% of connected TV viewers finding television advertisements useful for shopping information. Wunderkind has even launched programmatic CTV pause ads with a 79% cost reduction.
Finally, Nielsen has launched Connected TV intelligence for Australia's advertising market during Q4 2025, further cementing the importance of CTV in the advertising world.
Overall, the future of CTV looks bright, with innovative partnerships, technological advancements, and growing consumer interest driving the industry forward.
