Observed Signal · Dec 5, 2025 · Partnership · Source: Adzine · Impact: 3/5 · Sentiment: Positive
CTV Boosts Alpro's Brand Awareness and Purchase Intent
Alpro engaged in a Teads-powered, integrated multi-channel campaign to strengthen plant-based product perception. The initiative combined large-format Connected TV advertising with interactive digital placements, guided by AI-powered optimization of creatives. Lumen Research monitored attention in real time, and a Cint Brand Lift study confirmed effects across the funnel. Compared with standard display benchmarks (average view rate 34% and 2.5 seconds attention), Alpro’s CTV Home Screen and InRead placements achieved 71% view rate and 2.7 seconds attention. The findings indicated increases in brand awareness and consideration, with purchase intent rising by 10% due to CTV and overall campaign uplift of 12%. Additionally, 8% more people in the target audience considered the brand for their next purchase. Danone’s Katharina Esposito emphasized CTV’s broader funnel impact, while Teads’ Bastian Sarott characterized CTV as a catalyst for attention, branding and performance.
Demonstrates measurable impact of CTV on attention, brand metrics, and purchase intent in a cross-channel campaign.
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Key Takeaways & Evidence Grounding
- Alpro partnered with Teads to run an integrated multi-channel campaign combining large-format Connected TV with interactive digital placements, enabled by AI-optimized creatives.
- Lumen Research measured attention for the Alpro campaign, finding 71% view rate on CTV Home Screen and InRead placements with 2.7 seconds of average attention.
- Standard display benchmarks show 34% view rate and 2.5 seconds attention; Alpro achieved higher metrics on CTV placements.
- Cint Brand Lift study indicates increases in brand awareness and consideration, and a 10% rise in purchase intent due to CTV; overall campaign uplift of 12%.
- Eight percent more people in the target audience considered the brand for their next purchase.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
CTV Campaign Drives Measurable Sales for Decathlon
Decathlon Switzerland ran a Connected TV (CTV) campaign for spring 2026 using Teads' CTV traffic solution and measured outcomes to purchase for the first time. Decathlon reports 30,000 attributable purchases over two months, a visit rate seven times higher than a global benchmark, a Cost-per-Visit 40% below the DACH benchmark, and a 59% lower bounce rate. The campaign linked CTV exposures to website behaviour using a 30-day attribution window and targeted households with interest in outdoor activities. Teads reports a global footprint of more than 10,000 publishers, 20,000 advertisers and around 1,700 employees in over 30 countries.
CTV Ads Drive Impressive Results for Top Brands
Teads published a set of CTV campaign case studies and measurement findings showing connected TV can deliver measurable results across the full marketing funnel. Teads’ CTV HomeScreen format (first screen on smart TVs) produced strong attention and recall in a MediaMento Institute study (48% attention rate; unaided recall 50%, aided recall 84%). Over 1,500 HomeScreen campaigns have run on Teads’ platform, with advertisers such as Cartier, Nestlé, Air France and Nissan. Performance-focused CTV campaigns produced mid- and lower-funnel outcomes: Men’s Wearhouse generated 41,000+ site visits, 8,000 add-to-carts and 50,000+ store visits; Travel Texas and Feu Vert reported incremental site engagement and low cost-per-visit; IONIQ Skincare and Finanzguru showed improved retargeting efficiency and higher registration/CLTV. Teads attributes results to premium placement, creative testing (Heineken/Strat7) and measurement tools including the Teads Universal Pixel, household-level attribution and controlled A/B testing.
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