EXTE

⚽ The World Cup has always been about capturing attention. In 2026, the challenge will be keeping up with where that attention goes.

As audiences jump between live matches, social media conversations, real-time updates, connected TV, and post-game content, the traditional playbook for advertisers is rapidly changing.

According to EXTE experts, the winning campaigns won’t be the ones with a single message—they’ll be the ones capable of adapting in real time to what fans are watching, feeling, and engaging with at any given moment.

Key shifts shaping World Cup advertising:

📲 Attention is no longer concentrated during the match; it spans an entire ecosystem of content and touchpoints.

🎯 Context is becoming as important as reach, with messages tailored to factors such as timing, device, location, and live events.

🤖 AI and Dynamic Creative Optimization are enabling brands to evolve creative assets in real time while maintaining a consistent story.

🚀 Advertising is moving from static campaigns to living, responsive experiences designed around consumer behavior.

The real opportunity of FIFA World Cup 2026 may not be reaching billions of viewers—it may be delivering relevance in the few seconds that matter most.

What makes advertising effective in the Connected TV environment?

A new neuroscience-based study conducted in Spain by EXTE, in collaboration with Neurologyca and powered by Kopernica, analyzed the real neurological and emotional responses of 275 individuals exposed to different advertising formats across video and Connected TV platforms.

The results position the LG Smart TV Home Screen as a standout advertising environment, achieving:

📈 78% attention rate
🧠 Nearly 3x higher advertising potential than display advertising
👍 The lowest levels of emotional rejection among all formats analyzed
💡 Strong brand recall and positive user perception

The study highlights the value of advertising experiences that capture attention, build brands, and connect with audiences without disrupting content consumption.

📖 We invite you to read the full article on our LinkedIn page and discover all the insights behind Spain’s first neuroscience-based Connected TV advertising effectiveness study.

See you at Cannes Lions 2026!

Join EXTE at the industry’s most inspiring event, where the brightest minds in creativity and advertising come together. Discover how we’re building the next generation of digital advertising solutions and how we can help drive your business forward.

Book a meeting with our team and let’s start the conversation!

events.exte.com/cannes2026/

FIFA World Cup 2026 is here! ⚽🌎

With more than 5.5 billion projected viewers worldwide, the tournament will be one of the biggest opportunities for brands to connect with audiences at scale.

At EXTE, we believe winning attention in moments like these requires more than reach. It demands the right combination of technology, creativity, premium media and actionable insights.

What will define successful campaigns?

📺 Connected TV at the center of multiscreen strategies

🎯 AI-powered audience intelligence and contextual targeting

✨ Interactive and immersive creative experiences

📊 Cross-media measurement focused on real business impact

💡 Real-time optimization across the entire consumer journey

Last week, EXTE had the opportunity to participate in the Best!N Beauty & Care Marketing Summit, organized by IPMARK, as part of the roundtable discussion:

“Audience Fragmentation: The Starting Point of the Audiovisual Experience”
Together with industry leaders from L’Oréal Paris, Zenith Media, we explored how audience behavior is reshaping the audiovisual landscape.

🔎 One key takeaway stood out: people no longer turn on the TV to watch a channel—they turn it on to choose what to watch. That decision-making moment has become a critical battleground for attention.

In today’s audiovisual ecosystem:
• TV continues to deliver scale, but audiences are increasingly fragmented across platforms
• The challenge is no longer reach, but efficient incremental reach
• Media planning is evolving from mass exposure to precision and quality of impact
• The home screen is becoming the new gateway to content discovery
• ACR and first-party manufacturer data are transforming measurement and optimization
• Creativity—through increasingly immersive formats such as 3D—is once again a key driver of attention

A great discussion on the future of attention, measurement, and audience engagement!

🚀 Exploring the future of CTV alongside industry leaders

In Argentina, we brought together more than 40 leaders from agencies, media buying groups, and brands for an exclusive breakfast to exchange ideas, trends, and new perspectives on a key question: How does CTV help build brands?
Together with Eugenio García-Perate, we shared insights on a constantly evolving ecosystem and created a space for what adds the most value: knowledge, connections, and conversations that drive new opportunities.
Thank you to everyone who joined us. We continue building the future together.

EXTE and Titan Ads join forces in a strategic partnership to redefine Smart TV advertising in Spain and accelerate growth across LATAM.

Through this alliance, EXTE will lead the commercialization of Titan Ads’ premium CTV and FAST inventory in Iberia, including exclusive Home Screen placements powered by Titan OS — delivering high-impact formats, advanced data capabilities, and unmatched brand visibility at the heart of the TV experience.

The agreement also grants EXTE a preferred role in the commercialization of Titan Ads across LATAM, reinforcing the partnership’s international growth strategy amid a rapidly evolving market driven by the rise of FAST consumption, accelerated CTV adoption, the emergence of native formats such as the Home Screen, and growing demand from both global and regional brands.

Head to linkedin to read the full story!

The conversation continued at EXTE Day Colombia ✨

After Lima, we brought the discussion to Bogotá for another inspiring gathering focused on the ideas shaping the future of digital advertising.
Alongside speakers, partners, clients, and industry leaders, we explored how AI, CTV, and changing consumer behaviors are redefining the way brands create meaningful connections.

More than a morning of insights, it was an opportunity to exchange perspectives, challenge ideas, and keep building a collaborative industry driven by innovation.

Thank you to everyone who joined us and made this edition possible.
At EXTE, we’ll continue creating spaces where conversations move the industry forward. 🚀

This is how we experienced EXTE Day in Lima 🚀🇵🇪

A space where brands, agencies, and industry leaders came together to explore what’s next in digital advertising.

Throughout the day, we shared insights on:
🔹 Generative AI and its impact on creativity.
🔹 The evolving profile of today’s consumer.
🔹 The Connected TV ecosystem in an expert-led panel discussion.

A huge thank you to our clients and agency partners for being part of this experience. At EXTE, we continue creating spaces where innovation, technology, and big ideas move the industry forward.

Swipe to see some of the best moments 📸👇