Currys retail media network offering targets increasing adoption of Connected TV with Titan OS partnership

Currys Connected Media, a retail media network from the technology retailer, now offers Connected TV (CTV) advertising thanks to a new partnership with Titan OS.

Following its launch in late 2023, brands such as Samsung, Hisense and Acer have started using Currys Connected Media (CCM) to understand, reach and engage tech hunting consumers.

They can now can reach in-market consumers on 100,000s of Philips and JVC CTVs across the UK and Nordics.

Within the Titan OS operating system, viewers can be intelligently targeted with brand safe, premium ad formats, such as homepage banners and instream ads delivered alongside premium content.

Adverts served on these TVs will be targeted using a combination of viewing data from Titan OS and consent driven data from Currys and its partners – meaning consumer brands can identify likely shoppers and target them with highly personalised adverts – all underpinned by a custom built consent management platform powered by OneTrust, providing users full control over how their data is used.

These adverts will be served within an operating system that helps viewers spend less time searching for content and more time viewing their favourite entertainment.

Titan OS intuitively shows users how to get to their must watch shows - no matter what streaming platform they are hosted on - with the aim of solving the ‘analysis paralysis’ which sees many of us spend longer browsing than watching. 

Andy Barratt, Head of Retail Media at Currys says: “Increasing adoption of Connected TV represents a huge shift in consumer viewing habits and this exciting partnership between Currys and Titan OS offers a new and innovative way of targeting customers and driving better returns for advertisers.”

Tim Edwards, COO at Titan OS, says: “We are delighted to be working so closely with the largest retailer of TVs in the UK & Nordics.”

“This partnership, meaning more relevant, personalised adverts for viewers, will deliver real benefits to customers and advertisers. As a company with a strong European proposition, this win-win collaboration is particularly significant to increase our footprint.”