Teads Unveils Surprising Insights on CTV Home Screen Advertising Effectiveness

In a groundbreaking announcement, Teads (NASDAQ: TEAD), a prominent open internet omnichannel performance platform, presents new findings in collaboration with the Medicaments Institute, a specialized neuroscience research entity. This newly initiated CTV home screen study reveals that ads displayed on CTV home screens deliver significantly higher attention and engagement compared to traditional skippable pre-roll ads.

Eye-Tracking Study Results

The research employed sophisticated eye-tracking techniques and brand recall surveys among a sample of 100 Smart TV viewers in a controlled environment. The results indicated that Teads' CTV home screen advertisements captured viewer attention 29% faster than skippable pre-rolls, additionally holding viewers' gaze for longer durations. The attention rate for these ads reached an impressive 48%, surpassing YouTube's pre-roll benchmarks by 16%. Furthermore, innovative creative formats like 3D units led to even higher levels of viewer engagement and recall.

Insights from Leadership

Caroline Hugonenc, Senior Vice President of Teads' Data & Insights division, emphasized the significance of these findings:

“As advertisers strive to meaningfully connect with viewers in a fragmented CTV landscape, CTV home screen advertising emerges as a new frontier. Our research underscores that when strategically activated, the initial screen a viewer encounters can transform passive discovery into active engagement, yielding measurable brand outcomes.”

The study revealed not only that viewers 'saw' the home screen ads but also that they effectively 'remembered' them. Unprompted recall rates peaked at 50%, while aided recall soared to 84%. An impressive 71% of respondents expressed a desire to learn more about the advertised brands. Visual recognition rates averaged 55%, with some results reaching as high as 86%, significantly exceeding typical benchmarks for short-form content.

Future Developments

Building on these promising outcomes, Teads is in the process of developing the first-ever predictive attention model for CTV home screens outside of the United States. The first phase, scheduled to conclude in June 2025, includes over 15 hours of live eye-tracking data, laying the groundwork for deeper insights. The second phase, set to commence later this year, will enable attention measurements for actual CTV home screen campaigns, empowering advertisers to evaluate these placements alongside CTV in-stream ads and online video advertising effectively.

Collaboration with Medicaments Institute

Dr. Dorothée Rieu, founder and CEO of Medicaments, expressed enthusiasm about the collaboration:

“It has been a privilege to contribute to such critical research alongside Teads. By blending scientific methods with business insights and simulating campaign environments, we can derive solid data and measurable outcomes. These insights will assist in building predictive attention models crucial for the industry.”

Since launching their services in 2023, Teads has successfully executed over 1,500 CTV home screen campaigns, marking a significant milestone. These campaigns have included notable global brands such as Cartier, Nestlé, and Air France. Notably, Cartier's inaugural 3D CTV home screen campaign garnered over 12 million impressions, while Air France reported a 22% increase in purchase intent through effective use of premium ad placements on Smart TV home screens.

Note: Attention rates are defined as the proportion of time viewers spend positively gazing at brand content relative to the total viewable time.

About Media Mento

Founded in 2009 by Dr. Dorothée Rieu, Media Mento specializes in cognitive analysis related to media and advertising. By integrating scientific research with business insights, Media Mento employs eye-tracking technology, attention metrics, brand recall tests, and behavioral measurement to deliver pragmatic insights into the effectiveness of ads and media. They are trusted by leading media agencies, publishers, platforms, and brands, using advanced neuro-cognitive methodologies to provide significant results data for customized research and predictive model building. For more information, visit www.mediamento.com.

About Teads

As an omnichannel performance platform in the open internet space, Teads connects marketers with premium media to deliver full-funnel outcomes. Focusing on meaningful business results from brand-building to performance objectives, Teads utilizes predictive AI technology to maximize the value of advertising investments by linking high-quality media with beautiful brand creative and context-based addressability and measurement. With one of the world’s largest open internet advertising platforms, Teads collaborates directly with over 10,000 publishers and more than 20,000 advertisers, employing approximately 1,800 global team members across 30 countries. For more information, visit www.teads.com.