Teads CTV HomeScreen ads achieve 48% attention rate, outpacing YouTube by 16%

Teads announced September 25, 2025, the results of its comprehensive CTV HomeScreen study conducted in partnership with neuroscience specialists MediaMento Institute. The research demonstrates that CTV HomeScreen placements deliver significantly higher attention rates and more meaningful engagement compared to traditional advertising formats.

According to the findings, Teads' CTV HomeScreen ads achieved a 48% attention rate, surpassing YouTube skippable pre-roll advertisements by 16 percentage points. The study utilized in-lab eye-tracking technology and brand recall surveys with 100 Smart TV viewers to measure attention duration and brand impact across different advertising formats.

The research revealed that 3D HomeScreen advertisements captured viewer attention 29% faster than traditional formats while sustaining engagement for significantly longer periods. These findings position HomeScreen advertising as a premium moment for brand storytelling and consumer engagement within the fragmented connected television landscape.

"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."

Superior recall and recognition metrics

The study documented exceptional brand recall performance across multiple measurement categories. Unaided recall reached 50% among viewers exposed to HomeScreen advertisements, while aided recall peaked at 84%. Visual recognition averaged 55%, with top-performing executions achieving 86% recognition rates – substantially above typical short-form video advertising benchmarks.

Consumer interest in featured brands also demonstrated significant elevation, with 71% of viewers expressing interest in learning more about advertised products or services. These metrics suggest HomeScreen placements create meaningful brand connections beyond traditional awareness measures.

The research methodology combined scientific rigor with practical business insights, replicating real campaign conditions within controlled viewing environments. MediaMento Institute conducted over 15 hours of live eye-tracking during Phase 1 of the study, completed in June 2025, to establish foundational attention measurement principles.

"We're pleased to have contributed to this much-needed study in partnership with Teads," said Dorothée Rieu, PhD Neuroscience and Founder and CEO of MediaMento. "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."

Predictive attention model development

Building on these findings, Teads is developing the first predictive attention model for CTV HomeScreen advertising outside the United States. Phase 2 of the research initiative, launching later in 2025, will enable attention measurement for live CTV HomeScreen campaigns, allowing advertisers to assess these placements alongside traditional CTV instream and web advertising formats.

The attention measurement framework defines positive attention duration as eye fixations on brand content versus total viewable time. This methodology provides advertisers with granular insights into viewer engagement quality rather than simple impression delivery metrics.

MediaMento Institute, founded in 2009 by Dorothée Rieu, specializes in cognitive analysis of media and advertising effectiveness. The institute combines eye-tracking technology, attention metrics, and behavioral measurement to deliver actionable insights for advertising optimization. Their methodology translates advanced neuro-cognitive methods into practical business applications for media agencies, publishers, platforms, and brands.

Campaign success across premium brands

Teads celebrated a milestone of more than 1,500 CTV HomeScreen campaigns since the format's launch in 2023. Premium brands including Cartier, Nestlé, and Air France have utilized HomeScreen advertising to achieve significant business outcomes across global markets.

Cartier's inaugural 3D CTV HomeScreen campaign generated over 12 million impressions, demonstrating the format's scalability for luxury brand advertising. Air France achieved a 22% increase in recommendation intent through strategic placement on Smart TV home screens, illustrating the format's effectiveness for travel industry marketing objectives.

The expansion of Teads' CTV capabilities has accelerated through partnerships with major television manufacturers and streaming platforms. These collaborations provide access to premium inventory across leading smart TV platforms, offering advertisers expanded reach and native screen engagement opportunities.

Marketing industry implications

This research addresses critical measurement challenges within the connected television advertising ecosystem. As programmatic CTV investment reaches 72% of marketer plans for 2025, attention-based measurement provides essential insights for campaign optimization and budget allocation decisions.

The findings complement broader industry developments in attention measurement across streaming platforms. Recent research from TVision reveals attention patterns differ significantly by content type, while Kargo's CTV campaigns achieved 78% higher attention than industry standards, demonstrating the growing importance of attention metrics for campaign effectiveness evaluation.

Connected television advertising spending is projected to reach $33.35 billion in 2025, with budget allocation expected to double from 14% in 2023 to 28% in 2025. This growth occurs alongside fundamental shifts in measurement methodologies as traditional attribution models face limitations in capturing streaming television's true effectiveness.

Technical infrastructure and methodology

The study's methodology reflects sophisticated approaches to advertising measurement within connected television environments. Eye-tracking technology provided second-by-second analysis of viewer attention patterns, while brand recall surveys captured memory formation and purchase intent metrics across different demographic segments.

The research design replicated authentic viewing conditions to ensure findings translate to real-world campaign performance. This approach addresses common concerns about laboratory-based studies that may not reflect natural viewing behaviors within home environments.

Teads operates as an omnichannel outcomes platform for the open internet, driving measurable business results across premium media environments. The company maintains direct partnerships with more than 10,000 publishers and 20,000 advertisers globally, processing predictive AI technology to optimize campaign performance across multiple advertising formats and channels.

Following Outbrain's $900 million acquisition of Teads in February 2025, the combined entity operates as Teads Holding Co., trading under the TEAD ticker symbol on Nasdaq. The merger created one of the largest independent advertising platforms on the open internet, reaching 2.2 billion consumers monthly through premium digital environments.

The company's global footprint spans 36 countries with nearly 1,800 employees, supporting comprehensive advertising solutions across mobile, desktop, and connected television platforms. This international presence enables cross-market campaign execution and cultural adaptation of advertising creative for diverse audience segments.

The attention measurement initiative represents part of Teads' broader strategy to provide accountability and measurable outcomes across brand and performance advertising objectives. The platform addresses what the company characterizes as "brandformance" goals, combining awareness-building capabilities with conversion-driving mechanisms within unified advertising experiences.

Timeline

• 2023 - Teads launches CTV HomeScreen advertising format
• March 2024 - Teads expands exclusive CTV partnership with LG Ad Solutions across multiple regions
• February 2025 - Outbrain completes $900 million acquisition of Teads
• June 2025 - Phase 1 of MediaMento Institute study completed with 15+ hours of eye-tracking data
• July 2025 - Teads launches Connected Ads format for sequential storytelling
• August 2025 - Industry attention measurement gains momentum with TVision and Kargo studies
• September 25, 2025 - Teads announces CTV HomeScreen study results showing 48% attention rate
• Late 2025 - Phase 2 predictive attention model launch planned for live campaign measurement

Summary

Who: Teads, the omnichannel outcomes platform for the open internet, in partnership with neuroscience specialists MediaMento Institute conducted the research study.

What: A comprehensive CTV HomeScreen study revealing 48% attention rates that outpace YouTube skippable pre-roll by 16%, with 50% unaided recall and 84% aided recall among Smart TV viewers.

When: The study results were announced September 25, 2025, with Phase 1 completed in June 2025 and Phase 2 launching later in 2025.

Where: The research utilized in-lab eye-tracking with 100 Smart TV viewers, while HomeScreen campaigns have been activated globally across more than 1,500 campaigns since 2023.

Why: As advertisers seek meaningful connections across fragmented CTV landscapes, the study demonstrates HomeScreen advertising's effectiveness in turning passive discovery into active engagement and measurable brand outcomes, addressing critical measurement needs in the $33.35 billion connected television advertising market.