Understanding the CTV HomeScreen Ad Unit
CTV HomeScreen is the gateway to streaming content on Connected TV devices. It’s the first thing viewers see when they turn on their TV, offering a premium, high-impact advertising environment that reaches audiences in the moments that matter most.
For OEMs, it represents a lucrative opportunity to monetize ad space by placing promotional content prominently on smart TV home screens, ensuring visibility and engagement right at the heart of the living room. It appears as a substantial banner, capturing audience attention without disrupting the user experience, whether viewers are using ad-supported services or not. Teads has the ability to bring exceptional creative to life on the big screen including the 3D Chaumet CTV HomeScreen Ads.
Capture Audiences in the First Moment
The ability of CTV HomeScreen advertising to scale massively is a key aspect of its appeal, enabled by partnerships with TV manufacturers or Original Equipment Manufacturers (OEMs). These partnerships allow for native ads to be displayed on the first screen that viewers see when they turn on their smart TVs. This placement is crucial for maximizing awareness and engagement from the moment the TV is switched on.
Research shows that viewers spend significant time on the home screen before selecting content, making it a prime opportunity for brand messaging. In fact, 74% of viewers have seen an ad on CTV in the past month, with 36% watching CTV daily and 33% having increased their CTV viewing in the past year. This growing audience presents a significant opportunity for brands to connect with engaged viewers.
The engagement metrics are equally compelling: CTV ads generate 6.8x higher engagement than traditional TV, and 58% of viewers pay more attention to CTV ads compared to other formats. Even more impressive, 55% of consumers interact with or purchase from brands after seeing CTV ads, demonstrating the format’s ability to drive measurable action beyond awareness.
Awareness in the Living Room
The living room has become a prime target for advertisers aiming to capture viewers’ attention in a more personal and impactful setting. CTV HomeScreen advertising takes advantage of this by integrating ads into the viewing experience in a way that feels natural and less intrusive. This serves as the first touch-point with consumers, during content discovery window. Often we see high ‘time spent’ levels during this discovery phase as well.
This method is effective in building brand awareness and affinity, as it does not disrupt the entertainment or relaxation time of viewers. With 92% of viewers finding HomeScreen ads relevant and non-intrusive, the format successfully balances advertiser objectives with viewer experience.
Premium, Brand Safe Reach With Prescence Beyond Ad-Supported Content
Brands are increasingly embracing omnichannel approaches, utilizing high-quality and brand-safe solutions to engage audiences across digital and streaming platforms. The CTV HomeScreen format is particularly appealing due to its premium quality and broad reach, including those not using ad-supported streaming services.
The format reaches a highly valuable audience: 70% of HomeScreen viewers have household incomes of $75K or more—nearly 2x higher than average streaming audiences. Additionally, 62% are likely to make purchases online, making them attractive prospects for advertisers seeking high-value customers. The platform also reaches 120M+ monthly active users, providing substantial scale for brand campaigns.
Advertisers can reach their audience through native placements on the TV’s main interface or other non-intrusive areas, ensuring visibility even before a viewer decides what to watch. This proactive approach does not rely solely on interrupting content with commercials.
Measurable Performance That Drives Results
CTV HomeScreen ads don’t just build awareness—they drive action. The format delivers 2x higher click-through rates than standard display and 3x higher conversion rates, with 70% of viewers taking action after seeing HomeScreen ads.
When integrated into omnichannel campaigns, the impact multiplies: brands see a 65% lift in brand recall when HomeScreen is combined with other channels and 2.05x higher purchase intent. The format also provides 20-30% incremental reach over traditional streaming ads, with a 29% reach increase versus OTT-only campaigns.
Defining Other CTV Terms
To better grasp the context in which CTV Native operates, it’s useful to understand related terms in the digital TV landscape:
- CTV Video: Involves placing video ads within content streams, enhancing viewer engagement by aligning ads with premium content.
- Advanced TV: An umbrella term for TV content delivered beyond traditional linear television, including digital capabilities and impression-based delivery.
- Connected TV (CTV): TVs connected to the internet, either through built-in capabilities or external devices, enabling internet-based content streaming.
- ‘Over the top’ (OTT) media: Content providers like Netflix and Hulu distribute streaming content directly over the internet, bypassing traditional channels.
Teads’ CTV Solution for Advertisers
Teads offers a suite of solutions tailored to the CTV environment, connecting advertisers with viewers through seamless and immersive advertising experiences. Through partnerships with VIDAA USA* and LG Ad Solutions**, Teads extends its reach with CTV HomeScreen inventory on OEM manufacturers. This collaboration, now available in multiple global markets, represents an organic extension of Teads’ omnichannel platform’s mission to ensure flawless content delivery across all screens.
** LG Ad Solutions Exclusivity: France, Belgium, Germany, Austria, Switzerland, Australia, New Zealand, and across 10 Asia Pacific countries, including Indonesia, Vietnam, Philippines, Singapore, Malaysia, Thailand, Hong Kong, Japan, Taiwan, and India.
With 500M+ screens worldwide, 2,500+ campaigns across leading SmartTV’s, and 800+ advertisers, Teads has established itself as a leader in the CTV HomeScreen space. The company invented true CTV HomeScreen advertising, bringing first-to-market innovation in premium CTV placement with proprietary technology and exclusive inventory.
Ready to reach your audience through CTV HomeScreen? Connect with us to learn more.