Teads’ latest study on CTV advertising revealed a surprising finding — viewers aren’t just watching screens; they’re actually paying attention to the ads. Neala Brown, SVP of Strategy & Operations at Teads, breaks down why CTV home screen placements outperform streaming by 20% in both viewability and attention.
In this highlight, she explains how “eyes on screen” metrics reshape how brands measure media quality, optimize creative, and design omnichannel video strategies. The full episode dives deeper into how attention links to outcomes, creative formats that drive engagement, and why brands must balance innovation, standardization, and efficiency in the age of AI-powered insights.
