Unlocking Real Business Outcomes from Your CTV Campaigns: How Teads Turns TV Attention into Measurable Action
CTV is no longer just a branding play. With Teads CTV Performance, advertisers can transform high-impact video exposure into real results—driving quality website visits, deeper user engagement, high-intent traffic, and even in-store footfall.
At the heart of this solution is the Teads Universal Pixel, which enables attribution of site visits and actions back to CTV ad exposures. Once the pixel is in place, brands can track which creative, message, or placement actually drives results—bringing full-funnel accountability to the living room screen and powering real-time optimization across campaigns. This is what unlocks the true value of CTV as a performance-driving channel.
This performance-driven approach lies at the heart of brandformance—the strategic blend of brand-building and measurable outcomes. CTV is ideally positioned for mid-funnel impact: it creates awareness, nurtures consideration, and moves consumers to act. Some viewers are already familiar with the brand; others are still exploring. Creative tailored to these different stages—delivered in high-quality inventory—is essential to keep audiences moving down the funnel.
The Process: From Ad to Action
Let’s break down how it works:
CTV Ad Exposure
Your brand’s ad runs across premium Connected TV environments. This ensures high visibility in a quality context, maximizing viewer attention.
Cross-Device Understanding
Teads has the unique ability to connect devices within the same household—smart TVs, phones, tablets, and desktops—so you can both measure outcomes and re-engage users across screens.
Visit & Engagement Tracking
Once a viewer clicks or types in your site, we measure their behavior. And we don’t just count clicks—we define quality visits as users who spend at least 10 seconds or view 2+ pages.
Attribution & Optimization
Using a 30-day attribution window, we tie website visits and conversions directly to the original CTV exposure. This means you can finally measure what’s working, optimize in real-time, and show the direct impact of media spend with data-backed proof.
CTV Performance In Action
Men’s Wearhouse partnered with Teads for a fall and holiday campaign with the goal of increasing consideration and online traffic during key shopping moments. The campaign featured CTV ads with QR codes, inRead landscape video with branded skins. It was optimized using Teads’ pixel data for both video completion and click-through rates.
The results were powerful: over 41,000 site visits driven through CTV and OLV, an average of 2 minutes and 17 seconds spent onsite after scanning the CTV QR code, and more than 8,000 add-to-carts linked to campaign exposure. Retargeting delivered a click-through rate of 0.54%, beating benchmarks by 170%. On the brand lift side, the campaign drove a 3.8% increase in awareness—74% above the retail benchmark—and a 2.5% lift in favorability, with strong results across Hispanic, female, and 18–54 audiences.
Crucially, the campaign also drove in-store traffic. Visit attribution showed that the campaign reached over 5.4 million users and generated more than 50,000 store visits, with a 14.4% incremental lift in visits compared to the control group.
Another example comes from Travel Texas, which aimed to inspire out-of-state residents to explore Texas as a vacation destination. Using Teads’ contextual targeting and proprietary segments around travel, lifestyle, sports, and nature, the campaign delivered CTV ads in premium environments to high-intent audiences.
Teads balanced video completions with meaningful engagement metrics, tracking behavior through the pixel. Within 30 days of ad exposure, the campaign drove more than 2,800 incremental site engagements. Viewers spent an average of 1 minute and 47 seconds on the site, showing strong interest in the content. Most notably, the campaign increased visits per viewable household by 4.4%, reinforcing the power of CTV to move consumers from awareness to consideration.
CTV is no longer just about reach—it’s about driving real results. With Teads CTV Performance, marketers can turn storytelling into measurable outcomes across every screen and stage of the funnel.
Reach out to your Teads representative to learn more or contact us.
