OEM in CTV advertising refers to ads delivered through smart TV manufacturers’ platforms using their built-in operating systems. The Home screen Masthead option is displayed the moment a user switches on their TV set. It supports multiple call-to-action options, including Click to Video, Click to YouTube Video, Click to Full Screen Image, and Click to Website, allowing brands to drive deeper engagement right from the TV’s first screen. The advertiser can choose the ad format as a banner, video, or a combination of both.