#brand-recall

#brand-recall

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.

Television continues to dominate the entertainment landscape, particularly in providing audiences with a variety of engaging content like sitcoms, dramas, and reality TV.

Ads with strong creative deliver roughly 30% higher ROI than average, yet many brands aren't capitalizing on this significant opportunity.