Teads’ Stephanie Himoff: Brands Shouldn’t Have to Choose Between Quality and Reach in CTV
CANNES, France — Premium CTV formats command attention that pre-roll inventory simply cannot match. The challenge has always been whether that quality comes at the cost of scale. Teads argues the tradeoff is a false one.
“Brands should not have to make a trade off between quality and reach. Omnichannel is really key to that,” Stephanie Himoff, chief commercial supply officer at Teads, told Beet.TV contributor David Kaplan at Cannes Lions. “Through the omnichannel graph, through Teads’ ad management, we are connecting CTV exposure to the web and mobile through a unified workflow.”
Teads’ own screen placements drive 48% attention rates — significantly higher than standard pre-roll formats like YouTube — a figure the company backs with exclusive measurement access through Lumen, Adelaide, and TVision.
Attention connected to outcomes
Measuring attention is one thing. Connecting it to business results is another. Teads’ CTV Performance suite bridges that gap, linking premium screen exposure to site visits, conversions, store visits, and offline sales.
“We can prove that attention matters. We take it a step forward by bringing performance into it,” Himoff said. “We can connect the CTV experience with outcome — whether it’s site visit, whether it’s conversion, whether it’s store visits or offline sales. It’s really about making this premium screen that was maybe used predominantly for branding into a performance channel.”
Exclusive partnerships underpin premium supply
Teads works with major OEMs including Hisense, Samsung, LG, TCL, and Google TV, with preferred partnerships earned through operational delivery across more than 5,000 campaigns. In Europe and APAC, Teads is LG’s exclusive provider of CTV native high-intent formats.
“Exclusive really comes with preferred partnership and you have to earn your way to those partnerships, not just talk about it, but really make them meaningful,” Himoff said. “Exclusive placement with proof that those work — that makes us very unique.”
Household data crosses screens
Bringing web-based household data into CTV targeting eliminates the reach-quality tradeoff by enabling precise audience delivery without sacrificing scale across the omnichannel graph.
“When you bring your household data that you have on the web into the CTV, you’re making sure that it works and you can really bring those levels of targeting,” Himoff said.
Program-level targeting takes this further, aligning brand messages with specific content and viewer interests rather than relying on broad demographic proxies.
Home screen, dynamic creative define what’s next
The home screen remains an underexplored opportunity, and dynamic creative optimization is enabling location-level personalization that connects CTV exposure directly to physical store visits.
“If you’re a brand and you’ve got multiple stores, you can have a personal message to the user incentivizing them to go to the store just at the point of location,” Himoff said. “The future is not about where the ad is appearing. It’s the fact that you can now serve the right ad at the right time to the right user.”
CANNES, France — Premium CTV formats command attention that pre-roll inventory simply cannot match. The challenge has always been whether that quality comes at the cost of scale. Teads argues the tradeoff is a false one.
“Brands should not have to make a trade off between quality and reach. Omnichannel is really key to that,” Stephanie Himoff, chief commercial supply officer at Teads, told Beet.TV contributor David Kaplan at Cannes Lions. “Through the omnichannel graph, through Teads’ ad management, we are connecting CTV exposure to the web and mobile through a unified workflow.”
Teads’ own screen placements drive 48% attention rates — significantly higher than standard pre-roll formats like YouTube — a figure the company backs with exclusive measurement access through Lumen, Adelaide, and TVision.
Attention connected to outcomes
Measuring attention is one thing. Connecting it to business results is another. Teads’ CTV Performance suite bridges that gap, linking premium screen exposure to site visits, conversions, store visits, and offline sales.
“We can prove that attention matters. We take it a step forward by bringing performance into it,” Himoff said. “We can connect the CTV experience with outcome — whether it’s site visit, whether it’s conversion, whether it’s store visits or offline sales. It’s really about making this premium screen that was maybe used predominantly for branding into a performance channel.”
Exclusive partnerships underpin premium supply
Teads works with major OEMs including Hisense, Samsung, LG, TCL, and Google TV, with preferred partnerships earned through operational delivery across more than 5,000 campaigns. In Europe and APAC, Teads is LG’s exclusive provider of CTV native high-intent formats.
“Exclusive really comes with preferred partnership and you have to earn your way to those partnerships, not just talk about it, but really make them meaningful,” Himoff said. “Exclusive placement with proof that those work — that makes us very unique.”
Household data crosses screens
Bringing web-based household data into CTV targeting eliminates the reach-quality tradeoff by enabling precise audience delivery without sacrificing scale across the omnichannel graph.
“When you bring your household data that you have on the web into the CTV, you’re making sure that it works and you can really bring those levels of targeting,” Himoff said.
Program-level targeting takes this further, aligning brand messages with specific content and viewer interests rather than relying on broad demographic proxies.
Home screen, dynamic creative define what’s next
The home screen remains an underexplored opportunity, and dynamic creative optimization is enabling location-level personalization that connects CTV exposure directly to physical store visits.
“If you’re a brand and you’ve got multiple stores, you can have a personal message to the user incentivizing them to go to the store just at the point of location,” Himoff said. “The future is not about where the ad is appearing. It’s the fact that you can now serve the right ad at the right time to the right user.”
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