Teads and V Make Black Friday a HomeScreen Moment

Black Friday has evolved from a single-day rush into a sustained battle for consumer attention. In reality, Black Friday has become Cyber Week, a critical 10-day window where consumer interest remains exceptionally high, maintaining an index score of over 50 throughout the entire period (on a scale where 0 represents no interest and 100 represents peak demand).

While shoppers research, compare, and buy across screens throughout November, Teads’ research reveals that the biggest opportunity actually accelerates as Black Friday approaches. Across six markets and three years of Media Barometer data, consumer interest consistently builds during the final 10-day stretch, reaching its peak on Black Friday itself. 

To help brands capitalize on this crucial window, Teads has announced an exclusive multi-year partnership with V (formerly VIDAA). The agreement includes an exclusive global takeover of V Smart TV HomeScreen inventory from November 21 through November 30, 2026, giving advertisers premium, first-screen access across approximately 30 markets during peak shopping season. 

The Final 10 Days: Where Consideration Turns Into Conversion

While early November drives product discovery and consideration, the final stretch is where consumers actually pull the trigger. Data shows that 74% of planned holiday purchases are still open when Black Friday begins, with Cyber Five e-commerce forecast to reach $50.1 billion. Far from slowing down, buying intent reaches its absolute peak during this window, with Black Friday itself projected as the fastest-growing shopping day of the period, up +7.7% year over year. 

Rather than competing for attention early and stepping back, brands need to double down when purchase intent is highest:

• Surging Engagement: Teads’ analysis shows Black Friday ad CTRs jumping from 1.3% ten days out to 1.82% in the final five days.
• The Efficiency Advantage: This spike in consumer responsiveness happens even as overall advertiser spend drops by over 30%, creating a high-converting environment with significantly less ad clutter.

By capturing viewers on the V Smart TV HomeScreen during these 10 crucial days, brands bridge the gap between early holiday research and final purchase decisions.

How Shopping Shifts Across Screens

Media plans often over-index on Black Friday itself, but household behavior follows a repeating, multi-screen sequence across November 20–30. Shoppers research deals on mobile, tablet, or PC during daytime hours (starting as early as 08:00–09:00) before transitioning to shared Connected TV (CTV) viewing in the evening.

Teads defines the period when the index of multi-screen consumption reaches its absolute peak as the Golden Window. During these daily hours, living room CTV viewing directly overlaps with active secondary screen usage.

To capitalize on the Golden Window, Teads offers Reach & Engage:

1. Capture Primary Attention: Secure high-impact awareness on the largest screen in the home via CTV.
2. Compound on the Second Screen: Once initial interest is captured on the TV screen, compounding the message across secondary devices drives significantly greater impact. Market insights demonstrate that sequentially leading with CTV before retargeting with inRead delivers substantial performance lifts over single-screen (inRead only) campaigns:
   • Ad Recall: +15% (vs. +7% single-screen)
   • Message Association: +13% (vs. +3% single-screen)
   • Purchase Intent: +23% (vs. +7% single-screen)

CTV acts as the ultimate catalyst during this timeframe: Haus research revealed a +344% median post-treatment efficiency lift for CTV during the Black Friday and Cyber Monday rush, reinforcing the impact of owning the largest screen while purchase decisions are active.

Owning the first screen

Capturing consumer intent during Cyber Week requires controlling the primary entry point in the living room before viewer attention scatters across individual streaming applications. The V HomeScreen reaches consumers at the zero-moment of truth, the exact second the television powers on. 

In-lab eye-tracking research from Teads and the MediaMento Institute demonstrated that native HomeScreen placements deliver measured, high-impact engagement across audiences: 

• Superior Attention Rate: Achieves a 48% measured attention rate, outperforming YouTube’s skippable pre-roll (41%), with 70% of CTV users actively paying attention to Homescreen ad units.
• Rapid Fixation & Dwell Time: Viewers fixate on video Homescreen ads in just 1.4 seconds (reduced by 29% when utilizing 3D creative optimization) and average 6.8 seconds of attentive viewing time. Attentive time reaches up to 10.4 seconds on split-screen units, with peak creative attention reaching 94%.
• High Brand Perception & Action: Homescreen placements achieve 80% brand image favorability (+27% higher ad acceptance than YouTube pre-roll), 85% creative clarity, and 71% viewer intent to seek further brand information. This translates directly into brand recall, driving up to 50% unaided recall and 84% aided recall.

Activating on the CTV HomeScreen across November 21-30 aligns directly with the highest-converting commercial window of the year. Data challenges the traditional belief that brands must capture all holiday shoppers weeks in advance, proving that Black Friday Week is where consideration turns into final purchases.

Through the V partnership, Teads brings that first-screen opportunity together with its broader omnichannel offering. Brands can use the HomeScreen to deliver high-impact reach and then continue the journey across CTV and web through retargeting and sequential messaging.

The result is a more unified approach across markets and screens that aligns with actual consumer behavior, empowering brands to decisively own the Black Friday moment.