Core Insights - Teads' CTV HomeScreen study indicates that HomeScreen placements significantly enhance viewer attention and engagement compared to traditional ad formats like skippable pre-roll [1][2] Group 1: Study Findings - The study utilized eye-tracking and brand recall surveys with 100 Smart TV viewers, revealing that Teads' CTV HomeScreen ads captured attention 29% faster and maintained it longer than traditional formats [2] - HomeScreen video ads achieved a 48% attention rate, surpassing YouTube skippable pre-roll by 16% [2] - Creative formats, such as 3D ads, resulted in even higher viewer focus and recall, with unaided recall reaching 50% and aided recall peaking at 84% [3] Group 2: Strategic Implications - HomeScreen ads are positioned as a new frontier for advertisers aiming to connect with audiences in a fragmented CTV landscape, transforming passive discovery into active engagement [3] - The research indicates that viewers not only noticed HomeScreen ads but also remembered them, with visual recognition averaging 55% and top executions reaching 86% [3] Group 3: Future Developments - Teads is developing a predictive attention model for CTV HomeScreen ads in collaboration with third-party measurement partners, with Phase 1 completed in June 2025 [4] - Phase 2 will enable attention measurement for live CTV HomeScreen campaigns, allowing advertisers to evaluate these placements alongside other CTV formats [4] Group 4: Company Milestones - Teads has successfully activated over 1,500 CTV HomeScreen campaigns since its launch in 2023, with notable brands like Cartier and Air France participating [6] - Cartier's first 3D CTV HomeScreen campaign generated over 12 million impressions, while Air France experienced a 22% increase in recommendation intent [6]