In a major strategic move, Teads, the omnichannel outcomes platform for the open internet, has announced a partnership with Google TV™ to expand Connected TV (CTV) HomeScreen ad availability globally. The collaboration positions Teads to offer brands premium ad placements that appear on the first screen viewers see when they power on their smart TVs – a high-impact moment in today’s increasingly fragmented media ecosystem.
Under the agreement, Teads is integrating its CTV HomeScreen inventory with Google TV’s Masthead placements, giving advertisers access to one of the most prominent and attention-rich placements across devices in key markets, including the United States and the United Kingdom. This expansion pushes Teads’ reach to more than 500 million CTV devices worldwide and builds on the platform’s existing footprint, which has already powered over 4,000 HomeScreen campaigns for premium brands.
Simon Klein, SVP of Commercial Strategy for CTV at Teads, highlighted that the partnership is designed “to drive impact for our clients,” combining Google TV’s massive reach with Teads’ creative and omnichannel capabilities to deliver high-attention, premium quality ad experiences.
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What CTV HomeScreen Inventory Means for Brands
CTV HomeScreen placements represent a fundamental shift in how advertisers can engage viewers. Rather than appearing in traditional in-stream video slots or within content walls, HomeScreen ads occupy the first visual real estate users encounter — a digital “front door” to the TV experience. This placement has been shown to capture significant attention and engagement given viewers’ browsing behaviors and the delay between powering on a device and selecting content.
Already, Teads’ HomeScreen ads have helped brands drive notable outcomes. For example, campaigns such as Michelin’s “Motion for Life” creative execution delivered measurable uplifts in brand favorability, safety perception, and brand consideration — underscoring the format’s potential beyond simple visibility.
Why This Matters for the B2B Marketing and Advertising Industry
Premium Attention and Brand Impact in a Crowded Media Landscape
Capturing meaningful attention is still an important challenge for marketing organizations, especially for B2B marketers, where traditional digital advertising often has difficulty reaching through the noise, and traditional linear television has not only become fragmented but also less effective to target. With the increase in CTV HomeScreen inventory, brands can now engage consumers in an untainted environment with premium quality executions.
This is in line with much larger trends that show that, when it comes to attention metrics, these figures matter more than ever, not just impressions and clicks. Studies into CTV HomeScreen formats have seen increased attention rate figures and high levels of engagement compared to standard video ad formats.
While such a model might not be as effective for B2C buyers, for B2B buyers who need a longer buying consideration period and a second or third look at an ad to consider a brand, the premium CTV placement can help solidify the brand and potentially sway purchasing decisions further up the purchase funnel.
Improved Reach and Omnichannel Integration
As CTV’s audience shifts more increasingly towards streaming and connected devices, CTV has taken a leading place in the omnichannel marketing mix. This Teads-Google TV partnership greatly expands the available inventory for advertisers, and brands can speak to an even larger and more diversified cross-section of audiences across screens.
This increased reach enhances cross-channel strategies by allowing marketers to design cohesive campaigns that connect CTV together with web, mobile, and social touchpoints. Platforms like Teads Ad Manager already allow advertisers to plan and optimize omnichannel campaigns in one single workflow; this means brands can harmonize messaging and measure results across environments.
For B2B companies targeting niche segments like IT decision-makers, enterprise purchasers, or B2B channel partners, the ability to layer CTV brand engagement with precision targeting and data-driven measurement is a competitive differentiator that will speed up both awareness and consideration.
Data-Led Measurement and Creative Innovation
One of the most common arguments leveled against CTV to date has been the inability to directly measure viewership and tie it to a concrete business outcome-especially compared to performance-driven medium such as search and social. This contrasts with CTV Home Screen spots, especially with premium locations.
The options available, such as dynamic 3D creative and interactive experiences, empower advertisers to measure attention, brand recall, and other outcomes rather than just measuring view-through rates. This is interesting because of the creative innovation, which empowers B2B brand advertisers and their ability to deliver richer narratives by holding the viewers’ attention as they focus on telling the story of their complex solutions.
Additionally, as data and measurement technologies continue to advance, home screen sponsorships can potentially be tied back to business metrics such as lead gen, visits, and brand lift metrics, removing some of the historical silo between CTV and performance advertising, a phenomenon that already exists within premium environments for CTV.
Broader Business Impact
This partnership also signals broader industry shifts:
- Promoting CTV as a Strategic Media Channel: As more B2B budgets are spent on CTV advertising, CTV ad inventory, and particularly first-screen CTV ad inventory, becomes a strategic imperative similar to search marketing and display ad budgets.
- New Metrics for Success: New metrics for success might include attention, recall, and engagement metrics that are better correlated to brand influence than the traditional click-based metrics used to evaluate B2B campaigns.
- More Collaboration Between Creative and Media: The effectiveness of high-impact ads necessitates a unified approach to creativity, specific to the TV viewing experience, which can promote greater collaboration between brand teams, creative agencies, and media planners.
Conclusion
Teads’ extension of the reach of CTV HomeScreen both in and outside the US via its partnership with Google TV, in our opinion, is noteworthy in the evolution of connected TV advertisements for B2B marketers, as it presents an unprecedented opportunity for marketers to reach a premium audience moment and drive awareness and business results in the increasingly fragmented media landscape via the power of attention-rich placements, omnibus execution, and creative innovation.
As CTV travel further down the road towards becoming the linchpin for a successful modern marketing strategy, especially for B2B marketers who need high-impact engagement based on data, a firm like Teads is set to be crucial in the determination of how brands engage their targets in the living rooms and beyond.
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