Core Insights - Teads' CTV HomeScreen ads significantly outperform traditional skippable formats, achieving a 48% attention rate, which is 16% higher than YouTube's skippable pre-roll ads [1][2][3] Performance Metrics - The study utilized eye-tracking and brand recall surveys with 100 Smart TV viewers, revealing that 3D ads captured attention 29% faster and sustained it longer than traditional formats [2] - Unaided recall for HomeScreen ads reached 50%, while aided recall peaked at 84%, indicating strong viewer memory retention [3] - Visual recognition averaged 55%, with top executions reaching 86%, surpassing typical short-form norms [3] Strategic Implications - HomeScreen ads are positioned as a new frontier for advertisers to connect meaningfully with audiences in a fragmented CTV landscape, transforming passive discovery into active engagement [3] - Teads is developing a predictive attention model for CTV HomeScreen ads in collaboration with third-party measurement partners, with Phase 1 already completed [4] Campaign Success - Since its launch in 2023, Teads has activated over 1,500 CTV HomeScreen campaigns globally, 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]