Teads Holding Co (NASDAQ:TEAD) shares surged 33.5% in premarket trading Thursday following the company’s announcement that it has added Google TV Masthead placements to its connected TV (CTV) advertising inventory.
The agreement grants Teads access to Masthead positions that appear as the first visual impression on Google TV devices in major markets, including the United States and the United Kingdom. Teads said this expands advertisers' reach to premium ad slots on more than 500 million TV devices worldwide.
Google TV’s content selection accessible through these placements spans a library of over 400,000 movies and shows distributed across more than 10,000 apps. Teads plans to combine that distribution with creative work produced by its internal studio, Teads Studio, which develops 3D creative formats tailored for HomeScreen placements on connected TV platforms.
Teads launched its HomeScreen inventory in 2023. Since that rollout, the company reports it has run in excess of 4,000 campaigns for premium brands such as Cartier, Nestlé, and Air France. Among the cases highlighted by Teads was a campaign for Michelin that reportedly produced notable uplifts in brand measures - a 7% gain in brand favorability and a 6% increase in brand consideration.
Company officials and market observers pointed to the expanded distribution as a key factor behind the stock’s sharp move higher, noting that premium CTV placements typically command elevated pricing because of their ability to capture viewer attention as part of the TV HomeScreen experience.
For advertisers, the arrangement offers a combination of scale - access to hundreds of millions of devices - and creative execution tailored for HomeScreen environments. For investors, the announcement has translated into an immediate market response, as evidenced by the premarket price jump.
Context and takeaways
- Teads has secured Google TV Masthead placements that appear as the first on-screen impression on Google TV devices in key markets including the US and UK.
- The deal extends premium ad inventory to more than 500 million TV devices and leverages a Google TV content library of 400,000+ movies and shows across 10,000+ apps.
- Teads combines this inventory with Teads Studio’s 3D creative formats for HomeScreen placements; since launching HomeScreen inventory in 2023, it has executed over 4,000 campaigns for premium brands.