Connected TV Advertising That Works Across Every Outcome
Teads is the trusted omnichannel partner bringing CTV, premium media, creative, data and AI-powered technology together to create cohesive experiences across screens — and measurable outcomes across the funnel.
Connected TV is More Than a Moment on the Big Screen
CTV has become an essential part of how brands reach audiences, but it is still often planned in isolation. That can create a gap between the attention a brand earns on TV and how people engage elsewhere.
Teads closes that gap. We connect CTV with mobile and the premium open internet, helping brands carry one cohesive story across screens, guide consumers from awareness to action, and understand how CTV contributes across the journey.
New to CTV? Explore our guide to Connected TV advertising.
Why Top Brands Partner with Teads for CTV
Premium Media
Reach audiences across leading Smart TV platforms, including Google TV, Samsung, LG, TCL and Hisense, alongside premium streaming environments. Teads offers high-quality placements designed to earn attention without disrupting the viewing experience.
Creative Intelligence
Teads Studio helps brands make the most of CTV creative and carry the same story across screens. From deploying high-impact 3D creative takeovers on the HomeScreen to running automated Localized Ads that dynamically drive foot traffic to nearby store locations, each execution is adapted to its environment and role in the consumer journey.
Unique Data Solutions
Through Teads’ Omnichannel Graph and first-party data, advertisers can extend web targeting to CTV to reach audiences during specific moments of intent or life stages.
AI-Powered Optimization
Understand what happens after the big-screen exposure. CTV Performance connects CTV campaigns with qualified site visits, store traffic and conversions, supported by attention and measurement partnerships with Adelaide, Lumen and TVision.
CTV Formats Explained
CTV ads can reach viewers before and during streaming content, while also helping drive action afterward. Explore where each format appears and the role it can play in a broader media strategy.
CTV HomeScreen
Reach viewers as they decide what to watch.
HomeScreen ads appear within a Smart TV’s main interface, giving brands high visibility before content begins. Teads HomeScreen formats achieve a 48% human attention rate — 16% higher than YouTube skippable pre-roll.
CTV InStream
Reach viewers within streaming content.
These 15- and 30-second full-screen, sound-on ads run within broadcaster apps and FAST environments. By avoiding cluttered ad breaks, CTV InStream ads typically achieve video completion rates above 95%, outperforming traditional social video benchmarks.
CTV Performance
Connect TV exposure with action.
Backed by predictive machine learning algorithms, this solution shifts delivery toward households most likely to take action, reducing the cost per quality site visit by up to 79%.
One Platform for Outcomes:
Teads Ad Manager
From planning to reporting, TAM gives you the tools to drive traffic, leads, and sales, without complexity.
Reach
Direct access to premium inventory across every screen
Plan
Exclusive signals, contextual intelligence, and forecasting
Deliver
Outcome-based buying with formats designed to convert
Measure
Transparent, cross-device reporting and optimization
Get the skills and confidence to plan, launch, and optimize in TAM.
A Viewable Ad Is Not Always a Viewed Ad
Raw viewability simply confirms that an ad pixel loaded in the background of a device. It doesn't mean a human actually looked at it. Teads helps brands plan and optimize CTV campaigns around genuine human attention, supported by research and measurement partners.
Human Attention Rate
Achieved by native CTV HomeScreen formats, outperforming standard skippable pre-roll by 16% and driving an industry-leading 50% unaided brand recall.
Source: Teads x MediaMento Institute Attention Analysis, 2025
CTV Success Stories on
the Big Screen
Retail
Omnichannel Strategy Elevates Awareness & Consideration for Gucci Beauty
+29%
Attention (APM) vs. beauty benchmark
CPG
Heineken’s CTV HomeScreen Activity Delivers 2.3x Uplift in Ad Awareness vs. Brand Norms
+97%
Ad recall for full-screen
Automotive
CTV Performance Campaign Delivers Engaged Site Visits for Audi
+34K
Engaged site visits
Make the second screen part of the story
Major cultural events draw the most attentive audiences in the world, but a big-screen exposure shouldn’t live in an isolated silo. Because viewers naturally split their attention between the TV and their phones, second-screening is an opportunity for audience expansion, not a distraction.
Teads unifies this behavior by serving high-impact native formats on CTV while simultaneously triggering sequential, lower-funnel messaging across our premium open-web publisher network—driving up to a 65% lift in brand recall.
Ready to scale your seasonal live event strategy?
See how to benefit from CTV Advertising during major sports moments.
Master the Screen:
Essential Connected TV Insights
2026 CTV Ensemble Announcement
Teads CTV Ensemble is a comprehensive suite providing a single global access point for high-attention formats and measurable results – from brand storytelling to bottom-line performance.
2025 UK CTV Pulse: Consumer & Media Insights
UK consumers are streaming more and expect more. This study highlights how younger viewers embrace interactivity and why marketers see CTV as key to reaching them with precision.
2025 State of Video and CTV Report
Video has become the centerpiece of the media mix. Based on insights from 100 + senior marketers, this report shows how CTV and mobile are driving omnichannel strategy and investment in 2025.
Frequently Asked Questions (FAQs)
What is Connected TV (CTV)?
Connected TV refers to any television set that streams video content over an internet connection rather than a traditional cable or broadcast signal. This includes smart TVs with native operating systems (like LG webOS or Hisense VIDAA) as well as connected streaming devices and consoles.
What is CTV advertising for full funnel outcomes?
CTV advertising for full funnel outcomes is a strategic marketing methodology that transforms television from a simple, top-of-funnel awareness vehicle into an active driver of mid-funnel consideration and lower-funnel conversions. Instead of relying solely on raw reach, a full-funnel approach utilizes precise digital audience targeting on the big screen, interactive ad formats (like QR codes or product carousels) to spark engagement, and sequential cross-screen retargeting on mobile and desktop devices to capture intent and drive measurable business actions (such as site traffic, app installs, or physical store visits).
Can CTV advertising drive lower-funnel performance outcomes?
Yes. modern full-funnel marketing strategies include CTV as a direct driver of performance outcomes. By pairing un-skippable, premium big-screen exposure with interactive overlays, native QR codes, and sequential cross-screen retargeting on mobile devices, Teads converts living room attention into measurable web traffic, cart additions, and physical foot traffic lift.
How does Teads measure human attention differently than standard viewability?
Viewability only measures whether an ad frame rendered on a device for a minimum duration. Teads measures true human engagement using predictive modeling and omni-market validation built alongside the world’s leading attention authorities. For the US market, we integrate deeply with Adelaide to score media quality against attention thresholds, while leveraging Lumen Research globally and across EMEA for exclusive attention metrics on HomeScreen placements.
What is the difference between CTV HomeScreen ads and standard InStream video?
CTV InStream ads run as standard commercial breaks within streaming content. CTV HomeScreen ads are native placements built directly into the Smart TV’s primary user interface, capturing the viewer at the definitive moment of content discovery before they ever launch a specific app.
What is Teads CTV Ensemble?
Teads CTV Ensemble is an advanced, cross-screen Connected TV advertising suite that unifies fragmented television environments into a single omnichannel orchestration engine. Built on four core pillars—Premium Supply, Creative Intelligence, Unique Data Solutions, and AI-Powered Optimization—the CTV Ensemble suite allows enterprise brands to blend direct hardware-level Smart TV OEM access with attention data and predictive modeling to drive measurable performance outcomes across CTV, premium web, and mobile devices.