Success Story

Client

Heineken’s CTV HomeScreen Activity Delivers 2.3x Uplift in Ad Awareness vs. Brand Norms

+97%

Ad recall for full-screen

+100%

Message association for split-screen

+17%

Brand familiarity for static display

Industry

CPG

Business Type

Advertisers, Large Business

Outcomes

Awareness

Region

EMEA

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The Challenge

In partnership with Heineken and Strat7, Teads conducted a creative study focused exclusively on CTV HomeScreen to understand how impactful different creative builds awareness for brands.

The Solution

The creative study ran across multiple European markets and campaigns for Heineken-owned brands, testing the following variables:

Format: Full-screen vs. split-screen video
Length: Short (6s) vs. longer duration (10-15s)
Display: Static vs. animated key visuals

A standardized questionnaire then allowed for aggregation across markets in evaluating brand impact.

The Results

Testing revealed distinct patterns in how these variables shaped brand metrics:

– Full-screen delivers strongest performance across key upper-funnel metrics, while simple split-screen excels at message association.
– Long-form video outperforms 6s variants on engagement and downstream brand metrics.
– Static display drives stronger brand familiarity and more effective support for video.