Teads (Nasdaq: TEAD) and V, formerly known as VIDAA, the Smart TV operating system used in Hisense and other devices, announced a multi-year strategic partnership running through 2028 focused on TV HomeScreen advertising.

As part of the agreement, Teads will serve as the exclusive global partner for a 10-day TV HomeScreen takeover during the Black Friday and Cyber Monday shopping period, spanning roughly 30 markets across EMEA, APAC, and the Americas, including the U.S.

The partnership introduces targeting capabilities based on hardware-level data, allowing advertisers to reach audiences by screen size — including a "Platinum" tier for larger displays — and room placement within the home.

According to research conducted with neuroscience specialists MediaMento Institute, Teads' HomeScreen video ads achieved a 48% attention rate in controlled testing, outperforming traditional skippable formats by 16%. Interactive 3D creative captured viewer attention 29% faster and sustained it for a longer duration, according to the same research.

"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.

Guy Edri, CEO of V, said the collaboration aims to turn the TV HomeScreen "into an active discovery hub," providing brands access to audiences segmented by screen size and household context.

The announcement was made based on a press release statement issued by Teads.