• Currys’ retail media network joins forces with Titan OS to offer Connected TV advertising
  • Advertisers can now access Titan OS’ premium, brand-safe ad formats to deliver high-impact campaigns on Smart TVs in the UK & Nordics
  • Currys’ first-party data and Titan OS viewing insights mean consumers served more relevant adverts whilst streaming their favourite shows

10th July: Currys Connected Media, the retail media network from Europe’s leading technology retailer, now offers Connected TV (CTV) advertising thanks to a new partnership with Titan OS.

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

Now, thanks to a new partnership with Titan OS – a European technology, entertainment and advertising company that has launched an independent operating system for CTVs – brands 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.

With an ever-increasing number of consumers using Connected TVs – 131 billion hours are thought to be spent browsing or watching Smart TVs each year1 – this provides partnered advertisers with another valuable way to reach and influence new audiences with relevant messages.

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 – solving the ‘analysis paralysis’ which sees many of us spend longer browsing than watching. 

Andy Barratt, Head of Retail Media at Currys said, “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 said, “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.”

To learn more about how you can make the most of the Currys and Titan OS partnership, please contact our sales team at: [email protected]


1 ComScore State of Streaming Report 2023 (Jan 2022 – Jan 2023, US)