With smart TVs becoming increasingly common in households, Vizio is focusing on the home screen to keep users engaged and make ads on its platform more immersive.

During its NewFronts presentation, Vizio offered a glimpse of the redesigned interface that will be launched to consumers in the coming months.

The updated UI not only aims to simplify the user experience. Also allows brands to create more immersive ads on Vizio.

Hero unit is “the first stop and first point of contact for millions of consumers when they turn on the TV,” according to Sean Booker, Senior Director of Sales at Vizio’s media and entertainment division.

New features of the operating system for advertisers include the ability to autoplay video, link directly to content or the store for movie purchases, and integration of QR codes.

In addition, Vizio’s new “Discover, Reveal” block extends the “hero” unit to offer advertisers more touchpoints and prime advertising positions, making brands “an unmissable part of the search and discovery process,” said Booker.

Vizio noted that time spent on the home screen has more than doubled (53%) in the past six months as users spend more time browsing curated carousels and genre hubs.

This time spent represents “flexible sponsorship opportunities to drive multiple media objectives,” said Allison Clarke, Vizio’s General Market Advertising Sales Manager.

Vizio announced a new Branded Content Studio

Before NewFronts, Vizio announced a new Branded Content Studio unit tasked with creating data-informed programs containing sponsored messages in various formats. The home screen is the channel for that new division.

“For the first time, Vizio is helping advertisers become the entertainment,” said Katlyn Wilson, Director of Branded Content, Sales, and Strategy. She referred to the short series “3 Pointers,” which BetMGM launched in conjunction with March Madness. The programming aimed to attract Vizio sports fans and food lovers.