What is CTV Native?

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Understanding the CTV Native Ad Unit

A new term has been making waves in the media landscape: CTV Native.

CTV Native is an immersive way for advertisers to reach audiences at a mass scale in the intimate setting of the living room with content placed directly within the Operating Systems Screens of device owners such as LG and Hisense. For OEMs, it represents a lucrative opportunity to monetize ad space by placing promotional content prominently on smart TV home screens, ensuring visibility and engagement right at the heart of the living room. It appears as a substantial banner, capturing audience attention without disrupting the user experience, whether viewers are using ad-supported services or not. Teads has the ability to bring exceptional creative to life on the big screen including the 3D Chaumet CTV Native Ads.

Mass Scale on a TV Manufacturer’s First Screen

The ability of CTV Native advertising to scale massively is a key aspect of its appeal, enabled by partnerships with TV manufacturers or Original Equipment Manufacturers (OEMs). These partnerships allow for native ads to be displayed on the first screen that viewers see when they turn on their smart TVs. This placement is crucial for maximizing awareness and engagement from the moment the TV is switched on.

Awareness in the Living Room

The living room has become a prime target for advertisers aiming to capture viewers’ attention in a more personal and impactful setting. CTV Native advertising takes advantage of this by integrating ads into the viewing experience in a way that feels natural and less intrusive. This serves as the first touch-point with consumers, during content discovery window. Often we see high ‘time spent’ levels during this discovery phase as well.

This method is effective in building brand awareness and affinity, as it does not disrupt the entertainment or relaxation time of viewers.

Premium, Brand Safe Reach With Prescence Beyond Ad-Supported Content

Brands are increasingly embracing omnichannel approaches, utilizing high-quality and brand-safe solutions to engage audiences across digital and streaming platforms. The CTV Native Display format is particularly appealing due to its premium quality and broad reach, including those not using ad-supported streaming services. Advertisers can reach their audience through native placements on the TV’s main interface or other non-intrusive areas, ensuring visibility even before a viewer decides what to watch. This proactive approach does not rely solely on interrupting content with commercials.

Defining Other CTV Terms

To better grasp the context in which CTV Native operates, it’s useful to understand related terms in the digital TV landscape:

• CTV Video: Involves placing video ads within content streams, enhancing viewer engagement by aligning ads with premium content.
• Advanced TV: An umbrella term for TV content delivered beyond traditional linear television, including digital capabilities and impression-based delivery.
• Connected TV (CTV): TVs connected to the internet, either through built-in capabilities or external devices, enabling internet-based content streaming.
• ‘Over the top’ (OTT) media: Content providers like Netflix and Hulu distribute streaming content directly over the internet, bypassing traditional channels.

Teads’ CTV Solution for Advertisers

Teads offers a suite of solutions tailored to the CTV environment, connecting advertisers with viewers through seamless and immersive advertising experiences. Through partnerships with VIDAA USA*  and LG Ad Solutions**, Teads extends its reach with CTV native display inventory on OEM manufacturers. This collaboration, now available in multiple global markets, represents an organic extension of Teads’ omnichannel platform’s mission to ensure flawless content delivery across all screens.

Watch Denis Oštir, of VIDAA dive into the opportunities for the native home screen on Talks With Teads.

Teads’ broader ambition is to connect all premium omnichannel formats enabling brands to buy media globally with direct access from one central platform – including CTV Video and CTV Native.

*VIDAA on Hisense Exclusivity: US, UK, Mexico, Brazil, Italy, Australia, India, New Zealand, South Korea, Canada, and now also encompasses Slovenia, Croatia, Czech Republic, Slovakia, Serbia, Poland, Hungary, Bulgaria. 

** LG Ad Solutions Exclusivity: France, Belgium, Germany, Austria, Switzerland, Australia, New Zealand, and across 10 Asia Pacific countries, including Indonesia, Vietnam, Philippines, Singapore, Malaysia, Thailand, Hong Kong, Japan, Taiwan, and India.

Ready to reach your audience through CTV Native? Connect with us to learn more.