As connected television continues to command a growing share of media attention, Teads has announced a strategic partnership with Google TV to significantly expand access to premium CTV HomeScreen advertising inventory worldwide. The collaboration gives brands a new way to reach viewers at the very first point of engagement on connected TV devices, delivering high-impact visibility across major global markets including the United States and the United Kingdom.
The partnership centers on Google TV Masthead, one of the most prominent placements in the CTV ecosystem. HomeScreen ads appear as the first visual impression users see when they turn on their television, placing brands directly within a high-attention environment before content selection begins. With Google TV aggregating more than 400,000 movies and shows across over 10,000 apps, the HomeScreen has become a critical gateway for content discovery.
Google TV’s personalized profiles and recommendation engine further enhance the value of this placement. By tailoring the viewing experience to individual users, the platform creates a more intuitive and conversational discovery process, making HomeScreen ads both contextually relevant and highly visible. For advertisers, this translates into an opportunity to capture attention at a moment when viewers are actively deciding what to watch.
“Our partnership with Google TV is designed first and foremost to drive impact for our clients,” said Simon Klein, SVP Commercial Strategy CTV at Teads. “Google TV offers exceptional reach and premium supply, and by pairing that with Teads’ creative and omnichannel capabilities, we’re able to bring brands a unique entry point that doesn’t just reach viewers, it commands attention and delivers premium quality.”
Beyond media access, Teads is pairing HomeScreen inventory with its in-house creative team, Teads Studio, which specializes in adapting storytelling for connected screens. As an early innovator in 3D creative formats for CTV HomeScreen environments, Teads Studio transforms standard video assets into interactive, immersive experiences designed to increase attention and brand recall.
One example cited by Teads is its work with Michelin on the “Motion for Life” campaign. In collaboration with Michelin’s creative agency BETC, Teads Studio leveraged the HomeScreen canvas to deliver a 3D execution that drove measurable brand lift. The campaign achieved a 7 percent increase in brand favorability, an 8 percent lift in perceptions of safety, and a 6 percent increase in brand consideration, highlighting the effectiveness of combining premium placement with tailored creative.
Since the launch of Teads’ CTV HomeScreen offering in 2023, more than 4,000 campaigns have been activated globally. HomeScreen inventory now reaches over 500 million unique devices, with participation from premium brands such as Cartier, Nestlé, and Air France.
As advertisers continue shifting budgets toward outcomes-driven, high-attention channels, the Teads and Google TV partnership underscores the growing importance of CTV HomeScreen placements as a scalable, global format that blends reach, creative impact, and measurable brand performance.
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