Teads and V: Redefining Smart TV Advertising
Teads and V are extending their multi-year partnership through 2028 and are introducing a new format for smart TV advertising in the living room with an exclusive global Black Friday home screen takeover.
Teads, the omnichannel outcomes platform, and V (formerly Vidaa), the smart TV operating system used by Hisense and other leading OEMs, have extended their strategic partnership through 2028. At the heart of the agreement is a market-unique 10-day HomeScreen takeover centered around Black Friday and Cyber Monday—a tool designed to take smart TV advertising to the next level. Teads serves as the exclusive global marketing partner for HomeScreen advertising on smart TVs running the V operating system.
New Possibilities on the Largest Screen in Your Home
For the first time, this partnership gives global advertisers the opportunity to leverage hardware-level insights: They can target audiences based on specific screen sizes—including high-end «Platinum» displays—as well as the device’s placement within the home. This feature is available to brands in approximately 30 markets across EMEA (including Switzerland), APAC, and the Americas. During the ten-day promotional period surrounding Black Friday and Cyber Monday, this will bring highly relevant, premium advertising experiences directly into the living room.
According to the company, the booking model goes beyond previous approaches in the TV advertising market: Advertisers receive centralized, unified access to the HomeScreen—combined with context-based targeting and global reach.
Study Results Demonstrate the Effectiveness of Smart TV Advertising
The relevance of the TV HomeScreen format has been demonstrated by studies conducted in collaboration with the MediaMento Institute, which specializes in media impact. According to these controlled tests, Teads’ HomeScreen video ads achieved an attention rate of 48 percent, outperforming traditional skippable formats by 16 percent. Interactive 3D creative formats also captured viewers’ attention 29 percent faster and held it significantly longer.
David Kostman, CEO of Teads, comments: «This partnership goes far beyond traditional TV buys—it reimagines how brands connect with consumers on the largest screen in the home. By providing exclusive global access to the HomeScreen during key shopping periods such as Black Friday, we offer advertisers a centralized, unified way to reach audiences based on screen size and room context.»
Guy Edri, CEO of V, adds: «The partnership with Teads gives our platform a unique advantage by transforming the TV home screen into an active discovery hub. We offer brands access to relevant audiences across screen sizes and household contexts during the most important shopping period of the year.»
A recurring model for seasonal events
Through this multi-year agreement, Teads and V aim to establish a recurring global model for seasonal highlight events. According to the press release, the goal is to combine hardware intelligence and full-funnel performance to strengthen brands during high-revenue shopping periods.
According to the company, Teads partners with more than 10,000 publishers and 20,000 advertisers worldwide and employs approximately 1,700 people in more than 30 countries. V powers tens of millions of smart TVs worldwide and combines entertainment, e-commerce, smart home control, and advertising into a unified platform.
