Carrefour Buys the Connected-TV Home Screen Itself, and Lifts Purchase Intent 23 Points
Updated: 1 day ago
On 13 October 2026 Carrefour became the first advertiser on Dailymotion's CTV HomeScreen format, driving a 23-point lift in purchase intent and more than 2 million impressions.
Owning the first thing a viewer sees
The connected-TV home screen, the menu you land on before choosing anything to watch, is the most valuable real estate in streaming and the least sold as pure brand inventory. On 13 October 2026 Carrefour became the first advertiser to buy Dailymotion's CTV HomeScreen format, to mark 50 years of its own-brand products.
The campaign leaned on Dailymotion's Ray audience platform combined with Carrefour's first-party data, aiming the message at the retailer's known shoppers rather than a broad spray. Independent measurement by Happydemics recorded a brand-lift result above benchmark.
The numbers: more than 2 million impressions and a 23-point lift in purchase intent. For a format sceptics dismiss as mere wallpaper, that is a serious commercial return.
Retail media grows up and moves onto the TV
What makes this notable is the convergence of two trends. Retail media, long confined to search listings and on-site banners, is colonising premium video. And connected TV, long sold on reach, is becoming addressable through retailer data.
Carrefour did not just buy a TV slot; it brought its own audience to the screen. The first-party data is the asset that turns a prime placement into a targeted one, and the 23-point lift is what happens when prominence meets precision.
That is the retail-media endgame: a grocer monetising and deploying its shopper data across the whole funnel, from the home screen that frames a viewing session down to the receipt.
The lesson for retailers and media owners
For retailers, the signal is that first-party data is portable. The same customer graph that powers on-site ads can power connected-TV brand-building, and the measured lift justifies the move up-funnel that many retail-media teams have hesitated to make.
For media owners, Carrefour validates selling the home screen as a premium, first-mover brand position rather than discounting it. Being the first advertiser in a format is itself a story, and scarcity is part of the pricing.
The broader lesson is that the walls between retail media, CTV and brand advertising are dissolving. The advantage goes to whoever can connect a shopper identity to a screen and prove the lift, and Carrefour just showed the template.
Measurement is what makes it repeatable
A first-mover stunt is interesting; a measured first-mover stunt is a template. The reason Carrefour's move travels is that Happydemics independently measured a brand-lift above benchmark, turning what could have been a vanity placement into a case with a number attached.
That 23-point lift in purchase intent, delivered against more than 2 million impressions, is the sentence that will get repeated in pitch decks across European retail-media teams. It gives finance a reason to fund the next home-screen buy and gives media owners a reason to hold their pricing.
The broader structural read is that retail media is outgrowing the performance ghetto it was born in. For years it lived at the bottom of the funnel, selling clicks and sponsored listings. Carrefour has shown it can also build a brand at the very top, on the first screen a viewer sees, using the same first-party data. For global marketers the composite lesson is that the retailer with a rich customer graph and the discipline to measure lift now owns an advantage that runs the entire length of the funnel, from awareness to the receipt. In practice that means the next competitive question for grocers is not whether to run retail media, but how far up the funnel their first-party data can credibly reach, and the home screen has now been proven as an answer.
Quick FAQ
What did Carrefour do with Dailymotion?
On 13 October 2026 Carrefour became the first advertiser on Dailymotion's CTV HomeScreen format, using the Ray audience platform and its own first-party data for a 50th-anniversary own-brand campaign.
What results did the campaign deliver?
Happydemics measured a brand-lift above benchmark, including a 23-point lift in purchase intent and more than 2 million impressions.
Carrefour did something retail-media teams keep hesitating to do: it took its shopper data up the funnel and onto the single most prominent screen in streaming. A 23-point lift in purchase intent is the proof that prominence plus first-party precision beats reach alone. This is the template. — Daniel Nikolla, Founder of Merx Marketing
First-party retail data is portable, and connecting it to premium CTV placements delivers measurable lift.
Is your retail-media data still stuck on-site, or is it ready to work on the connected-TV home screen?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: CB News, Strategies, The Media Leader
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
