"Using in-lab eye-tracking and brand recall surveys with 100 Smart TV viewers, the study found that Teads' CTV HomeScreen ads outperformed traditional skippable formats, with 3D ads capturing attention 29% faster and sustaining it significantly longer. HomeScreen video ads achieved a 48% attention rate* - outpacing YouTube skippable pre-roll by 16% - while creative formats like 3D units generated even greater viewer focus and recall."
"CTV HomeScreen is a premium moment for brand storytelling, consideration, and action. The research also uncovered that viewers not only noticed HomeScreen ads, they remembered them. Unaided recall reached as high as 50%, aided recall peaked at 84%, and 71% of viewers expressed interest in learning more about the featured brand. Visual recognition also averaged 55%, with top executions reaching an exceptional 86% - well above typical short-form norms."
Teads' CTV HomeScreen placements generate higher attention and more meaningful engagement than traditional skippable pre-roll formats. In-lab eye-tracking and brand recall surveys with 100 Smart TV viewers showed HomeScreen video ads achieved a 48% attention rate, 16% higher than YouTube skippable pre-roll. 3D creative formats captured attention 29% faster and sustained focus longer. Unaided recall reached 50%, aided recall peaked at 84%, and 71% of viewers expressed interest in learning more about featured brands. Visual recognition averaged 55%, with top executions as high as 86%. Teads is developing a predictive attention model for CTV HomeScreen outside the US.
Read at Exchangewire
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