Teads and V Launch Innovative TV HomeScreen Partnership Ahead of Peak Shopping Season

Teads, the omnichannel outcomes platform, and V (formerly known as VIDAA), the Smart TV operating system powering Hisense and other leading OEM devices, announced a multi-year strategic partnership running through 2028 designed to transform how brands engage consumers on the biggest screen in the home. As the centerpiece of this collaboration, Teads will serve as the exclusive global partner for an unprecedented 10-day TV HomeScreen takeover during peak season sales across Black Friday and Cyber Monday.

This agreement introduces a market-first approach to TV HomeScreen advertising, shifting the industry standard beyond traditional buying models. For the first time, global advertisers can leverage hardware-level insights to target audiences based on specific screen sizes – including high-value “Platinum” tier displays – and room placement within the home. This capability allows brands to deliver highly relevant, premium ad experiences directly to living rooms across roughly 30 markets in EMEA, APAC, and the Americas, including the U.S. during the 10-day Black Friday and Cyber Monday period.

The power of the TV HomeScreen format is supported by recent research conducted with neuroscience specialists MediaMento Institute. In controlled testing, Teads’ HomeScreen video ads achieved a 48 percent attention rate, outperforming traditional skippable formats by 16 percent, while interactive 3D creative captured viewer attention 29 percent faster and sustained it significantly longer, demonstrating the impact of high-quality creative in the living room environment.

“This partnership goes beyond traditional TV buys, it completely reinvents how brands connect with consumers on the biggest screen in the home,” said David Kostman, CEO of Teads. “By unlocking exclusive global HomeScreen access during peak retail moments like Black Friday, we are giving advertisers a single, unified point of entry to reach audiences based on screen size and room context. It’s a powerful combination of exclusivity, relevance, and global scale that sets a new benchmark for TV advertising.”

“As the operating system powering tens of millions of TVs worldwide, V is committed to building intuitive, premium environments where consumers want to be,” said Guy Edri, CEO of V. “Collaborating with Teads gives our platform a unique edge by turning the TV HomeScreen into an active discovery hub. Providing brands with access to key audiences across screen size and household context during the biggest shopping window of the year.”

Through this multi-year commitment, Teads and V are establishing a repeatable global model for seasonal tentpoles, bringing together hardware intelligence and full-funnel performance to empower brands during peak shopping windows.

For more information on Black Friday HomeScreen opportunities with Teads and V, visit the Teads Blog.

Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives.