Teads launches CTV Ensemble for cross-screen campaigns

Teads has launched a connected TV advertising suite, CTV Ensemble, and made its CTV Performance product generally available.

The suite combines its HomeScreen and InStream products in a single workflow through Teads Ad Manager, allowing advertisers to run campaigns across connected TV, web and mobile from one platform.

The launch comes as connected TV advertising attracts more brand spending and marketers seek clearer evidence that big-screen campaigns can drive sales, visits and other lower-funnel actions, not just awareness.

CTV Ensemble is built around four areas: media access, creative tools, data targeting and optimisation. It includes placements on connected TV home screens through manufacturers including Google TV, Samsung, LG, TCL and Hisense, alongside in-stream formats such as InPlay and InPause.

Creative features include dynamic creative optimisation for connected TV and an extension of Teads Studio for CTV work. These tools can tailor ads using audience, content and location signals, including creative that directs viewers to nearby stores or offers.

For data and targeting, Teads is offering programme-level targeting based on content metadata and real-time signals, as well as household targeting through its own graph and first-party data. It says this allows brands to match connected TV audiences with consumer profiles, purchase intent and life-stage segments.

Performance push

Teads is placing particular emphasis on CTV Performance, which it says can optimise campaigns across HomeScreen and InStream inventory for outcomes such as qualified site visits, conversions, store traffic and offline sales.

Teads describes HomeScreen Performance as a first for the market, extending outcome-based optimisation to a prominent connected TV placement often used for brand visibility rather than direct response.

The product moved into general availability after a beta phase covering nearly 40 campaigns in 14 countries. Teads says testing showed connected TV could produce measurable lower-funnel results more often associated with mobile and desktop formats.

Attention measurement is another part of the package. Teads is working with Adelaide, Lumen and TVision on measurement and optimisation tied to viewer attention, including access to Lumen's connected TV measurement for HomeScreen placements across the US, EMEA, APAC and Latin America.

Market position

The launch reflects a broader shift in digital advertising as media buyers increasingly want a single buying and reporting layer across screens. Connected TV has become a focal point in that trend because it combines television-style reach with digital delivery and audience data, though the sector has also faced demands for better comparability with other channels.

By combining home screen placements and video inventory in one package, Teads is positioning connected TV as part of a broader cross-screen buying strategy rather than a standalone branding channel. It argues that media planning should connect television exposure with later engagement on phones and computers.

Remi Cackel outlined that strategy in comments on the launch. "Our mission is to bridge the gap between brand storytelling and measurable action by combining the prestige and scale of the big screen with the precision of digital performance," said Remi Cackel, Chief Product Officer of Enterprise Brands, Agencies & CTV at Teads.

"With the launch of Teads CTV Ensemble, we aren't just putting brands in the living room; we are transforming CTV into a high-velocity, AI-powered engine for omnichannel conversion," said Cackel.

Advertiser example

Teads cited a campaign for Citroën UK as an example of connected TV being used for lower-funnel goals. It says the campaign generated more than 5,000 qualified conversions directly from connected TV activity.

"Historically, we've looked to the big screen for awareness and the smaller screen for action. This campaign with Teads shattered that divide," said Mark Lynch, Marketing Director at Citroën UK.

"Driving over 5,000 qualified conversions directly from CTV proves that with the right creative and targeting, the living room is now a performance channel," said Lynch.