Establishing a successful CTV strategy has long been a challenge for performance-driven marketers. The reach and impact of the biggest screen in the home are undeniable, but connecting CTV exposure to measurable business outcomes has often remained difficult.
With the general availability of CTV Performance, Teads is helping advertisers bridge the gap between premium storytelling and measurable results. The solution brings outcome-driven optimization and deterministic measurement to CTV, enabling brands to connect exposure with qualified visits, engagement, leads, and conversions across devices.
Moving Beyond Awareness
As viewing habits shift, streaming is expected to surpass linear TV viewing by more than 30 minutes per day in 2026 and by nearly an hour per day in 2027. As budgets move toward CTV, marketers need the same level of accountability they expect from other digital channels.
CTV Performance addresses this by combining premium media, the Teads Universal Pixel, and Teads’ omnichannel household graph to connect exposure on the TV screen to actions taken on other devices. HomeScreen and InStream impressions are served only when attribution is possible and optimized toward qualified visits, helping reduce wasted impressions and focus investment on audiences most likely to take action.
This capability becomes even more valuable during major cultural and sporting moments, where viewers are increasingly engaging across multiple screens. Teads research found that 63% of people planning to watch the FIFA World Cup use another device while watching live sports, seven percentage points higher than the general population. As consumers move between screens, advertisers need solutions that can connect those touchpoints and measure their impact across the entire journey.
Proven Results Across Global Markets
Following a successful beta phase spanning nearly 40 campaigns across 14 countries in less than six months, early results have shown competitive costs per qualified visit and strong onsite engagement. Performance has been particularly strong in automotive, where longer consideration cycles benefit from sustained cross-device engagement, with campaigns delivering costs per qualified visit between $1 and $2 and an average of 2 minutes and 21 seconds spent onsite.
Audi saw this potential firsthand. Working with Re-Mind PHD, the brand used CTV Performance to promote the Q3 e-hybrid and drive qualified traffic to audi.fr, generating more than 34,000 engaged website visits, an average session duration of 2 minutes and 52 seconds, 3 page views per session, and a 60% lower cost per quality visit versus target.
Available Through Teads Ad Manager
CTV Performance is now available globally through Teads Ad Manager as both a self-serve and managed-service solution. Advertisers can activate, optimize, and measure qualified visits from premium CTV inventory within their existing workflow, while also leveraging Teads Studio and AI-powered creative tools to adapt assets for the TV screen.
For brands seeking additional support, Teads’ managed-service teams provide strategic guidance, ongoing optimization, and performance expertise to maximize campaign effectiveness.
Ready to see what Teads CTV Performance can do for your brand? Contact your Teads representative or email sales@teads.com.