New Study Reveals Teads’ CTV HomeScreen Drives Superior Attention and Brand Impact Across Premium Video Advertising

Findings Show HomeScreen Ads Outperform Traditional Skippable Formats, Achieving a 48% Attention Rate – Outpacing YouTube by 16%

Teads, the omnichannel outcomes platform for the open internet, announced the results of its new CTV HomeScreen study in partnership with neuroscience specialists, MediaMento Institute. The findings reveal that CTV HomeScreen placements drive significantly higher attention and more meaningful engagement compared to traditional formats like skippable pre-roll.

Using in-lab eye-tracking and brand recall surveys with 100 Smart TV viewers, the study found that Teads’ CTV HomeScreen ads outperformed traditional skippable formats, with 3D ads capturing attention 29% faster and sustaining it significantly longer. HomeScreen video ads achieved a 48% attention rate* – outpacing YouTube skippable pre-roll by 16% – while creative formats like 3D units generated even greater viewer focus and recall.

“As advertisers strive to meaningfully connect with audiences across a fragmented CTV landscape, HomeScreen ads present a new frontier,” said Caroline Hugonenc, SVP, Data & Insights at Teads. “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.”

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CTV HomeScreen is a premium moment for brand storytelling, consideration, and action. The research also uncovered that viewers not only noticed HomeScreen ads, they remembered them. Unaided recall reached as high as 50%, aided recall peaked at 84%, and 71% of viewers expressed interest in learning more about the featured brand. Visual recognition also averaged 55%, with top executions reaching an exceptional 86% – well above typical short-form norms.

To build on these findings, Teads is developing the first predictive attention model for the CTV HomeScreen outside the U.S., in collaboration with third-party attention measurement partners. Phase 1, completed in June 2025 by MediaMento Institute, included over 15 hours of live eye-tracking to establish foundational insights. Phase 2, launching later this year, will unlock attention measurement for live CTV HomeScreen campaigns enabling advertisers to assess these placements alongside CTV instream and web.

“We’re pleased to have contributed to this much-needed study in partnership with Teads. By combining scientific methodology with business insight, and replicating real campaigns in viewing contexts, the research allowed us to deliver robust data with key findings and outcomes reports, which will feed predictive attention models for the industry,” said Dorothée Rieu, PhD Neuroscience, Founder and CEO of MediaMento.

Earlier this year, Teads celebrated a milestone of more than 1,500 CTV HomeScreen campaigns successfully activated since its launch in 2023. HomeScreen campaigns have been run by premium brands globally, including Cartier, Nestlé, and Air France. Cartier’s first-ever 3D CTV HomeScreen campaign generated over 12 million impressions, while Air France saw a 22% increase in recommendation intent by securing premium placements on Smart TV home screens.

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