OEM in CTV advertising refers to ads delivered through smart TV manufacturers’ platforms using their built-in operating systems. The Home Screen Masthead is displayed the moment a user switches on their TV. Advertisers can choose between Banner or Video formats. These options are clickable and can redirect viewers to a specified landing page. Additionally, a QR code can be integrated into the ad, allowing users to access the desired page directly on their smartphones. The estimated impressions for this option are 11–12 million per day.