Findings Show HomeScreen Ads Outperform Traditional Skippable Formats, Achieving a 48% Attention Rate – Outpacing YouTube by 16%
Teads released new research with the MediaMento Institute showing its CTV HomeScreen ads capture attention significantly faster and hold it longer than skippable formats. 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 researchers found that Teads’ CTV HomeScreen ads outperformed traditional skippable pre-roll. Three-dimensional creative formats captured attention 29% faster and sustained it significantly longer. Overall, HomeScreen video ads achieved a 48% attention rate—16% higher than YouTube skippable pre-roll—while advanced 3D units delivered even greater 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.”
The research showed that viewers not only noticed HomeScreen ads, they remembered them. Unaided recall reached 50%, aided recall peaked at 84%, and 71% of viewers said they were interested in learning more about the featured brand. Visual recognition averaged 55%, with top executions hitting 86%, well above typical short-form norms.
Caroline added, “This research proves that omnichannel attention planning is no longer theoretical—it’s a measurable advantage for advertisers planning CTV campaigns.”
Building on these insights, Teads is developing the first predictive attention model for the CTV HomeScreen outside the U.S., working with third-party attention measurement partners. Phase 1, completed in June 2025 by MediaMento Institute, included more than 15 hours of live eye-tracking to establish foundational benchmarks. Phase 2, launching later this year, will enable attention measurement for live CTV HomeScreen campaigns, allowing advertisers to evaluate these placements alongside CTV instream and the open web.
Dorothée Rieu, PhD Neuroscience and Founder of the MediaMento Institute, said, “By combining scientific methodology with business insight and replicating real campaigns in viewing contexts, we delivered robust data that will feed predictive attention models for the industry.”
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.
To learn more about Teads’ CTV offerings, contact us.
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Forward-Looking Statements
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