NEW YORK, February 29, 2024 — Forget scrolling endlessly through streaming menus. Teads and Google TV are teaming up to bring ads directly to your TV’s home screen, reaching over half a billion devices worldwide. This partnership is poised to reshape how brands connect with viewers *before* the binge-watching even begins.
A New Prime Ad Spot on Your TV
The deal expands ad inventory on Google TV’s interface, offering brands a prominent placement as users browse for content.
- The collaboration adds Google TV’s HomeScreen inventory to Teads’ existing network, now totaling over 500 million connected TV devices.
- Advertisers gain access to the “Masthead” placement – the first thing viewers see on the Google TV interface.
- The expansion is particularly focused on the rapidly growing Asia-Pacific market.
The partnership significantly expands Teads’ reach in the connected TV (CTV) advertising space. Google TV, which aggregates content from over 10,000 apps and lists more than 400,000 movies and shows, uses personalized recommendations to curate what viewers see on their home screens. This makes the HomeScreen a valuable spot for advertisers looking to capture attention at the start of a viewing session.
What makes HomeScreen advertising different?
“Our partnership with Google TV is designed first and foremost to drive impact for our clients,” said Simon Klein, SVP Commercial Strategy CTV at Teads. “Google TV offers exceptional reach and premium supply, and by pairing that with Teads’ creative and omnichannel capabilities, we’re able to bring brands a unique entry point that doesn’t just reach viewers – it commands attention and delivers premium quality.”
The Asia-Pacific Opportunity
The expansion is particularly timely in the Asia-Pacific region, where CTV adoption is surging. Teads highlighted Australia, New Zealand, Japan, India, South Korea, Taiwan, and Southeast Asia as key growth markets for HomeScreen placements. As more people in APAC turn to streaming, the demand for effective CTV advertising solutions is also increasing.
Advertisers are increasingly shifting budgets towards CTV as both traditional broadcasters and streaming services embrace ad-supported models. HomeScreen inventory offers a unique advantage, existing outside of individual apps and differentiating itself from in-stream ads sold by publishers and streaming platforms.
Beyond Placement: Creative Solutions
Teads doesn’t just offer the ad space; it also provides creative services through Teads Studio, its in-house team. They adapt and optimize ad creative for different screen sizes and formats, including developing interactive 3D experiences specifically for the CTV HomeScreen.
Since launching its HomeScreen offering in 2023, Teads has already run over 4,000 CTV HomeScreen campaigns for brands like Cartier, Nestlé, and Air France. This Google TV partnership represents a significant addition to Teads’ distribution network, solidifying its position in the competitive CTV advertising landscape.
The expanded Google TV supply will be available through Teads’ existing HomeScreen buying options.
