Teads, the omnichannel outcomes platform for the open internet, recently unveiled the promising results of its new study on CTV HomeScreen advertising, conducted in collaboration with neuroscience experts, MediaMento Institute. The research highlights that Teads’ CTV HomeScreen placements generate significantly higher attention and deeper engagement than conventional skippable pre-roll ads. Through in-lab eye-tracking and brand recall surveys involving 100 Smart TV viewers, the study demonstrated that Teads’ ads, particularly those using 3D creative formats, captured viewers’ attention 29% faster and held it notably longer than traditional video ads. Specifically, HomeScreen video ads achieved a 48% attention rate, outperforming YouTube skippable pre-roll by 16%, with advanced 3D units producing even stronger focus and brand recall.
Caroline Hugonenc, SVP of Data & Insights at Teads, emphasized the growing importance of CTV HomeScreen ads as a “new frontier” for advertisers seeking meaningful connections in an increasingly fractured CTV environment. She noted, “Our study shows that when approached strategically, the initial screen that viewers see can also be the most impactful – turning passive discovery into active engagement and measurable brand outcomes.” Moreover, the study revealed that audiences not only noticed these ads but also retained them strongly: unaided recall reached up to 50%, aided recall climbed to 84%, and 71% of viewers expressed interest in learning more about the featured brands. Visual recognition averaged 55%, with top-performing ads achieving as high as 86%, far exceeding typical short-form advertising norms.
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Building upon these promising insights, Teads is advancing the development of the first predictive attention model for CTV HomeScreen advertising outside the United States, collaborating with third-party attention measurement experts. The initial phase, completed in June 2025 with over 15 hours of live eye-tracking, laid the groundwork for understanding audience attention patterns. The second phase, set to launch later this year, will enable real-time attention measurement for active CTV HomeScreen campaigns, allowing advertisers to directly compare these placements with CTV instream and web formats.
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Earlier this year, Teads marked the successful activation of more than 1,500 CTV HomeScreen campaigns since the format’s 2023 debut. Global premium brands such as Cartier, Nestlé, and Air France have leveraged this new placement, with Cartier’s inaugural 3D CTV HomeScreen campaign generating over 12 million impressions. Air France similarly reported a 22% increase in recommendation intent by placing premium ads on Smart TV home screens, underscoring the format’s power to drive awareness and business outcomes.
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