Observed Signal · Oct 1, 2026 · Research Study · Source: Meedia · Impact: 3/5 · Sentiment: Positive
Rakuten TV and Omnicom Study: Multi-Touch CTV Ads Boost Effectiveness
A new study by Rakuten TV Enterprise and Omnicom Media Germany, titled 'Multi-Touch Advertising in CTV: A German Market Study', reveals that multiple CTV ad contacts significantly increase advertising effectiveness compared to a single pre-roll. The study surveyed 750 German CTV users aged 18+ who had used Rakuten TV in the past year. Participants were split into three groups: single pre-roll, four repeated exposures of the same creative, and four sequential exposures with different creatives. Results showed ad recognition improved from 63% (single) to 90% (repeated) and 93% (sequential). Unaided brand recall rose from 45% to 67% for both multi-touch strategies. Sequential contacts excelled in brand and content recall, while repeated contacts performed better in product interest and brand fit. The study suggests a hybrid approach can optimize different campaign goals.
This study provides actionable insights for CTV advertisers and media planners, demonstrating the effectiveness of multi-touch strategies over single pre-roll. It highlights the potential of CTV as a performance channel and encourages more integrated campaign planning.
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Key Takeaways & Evidence Grounding
- Rakuten TV Enterprise and Omnicom Media Germany conducted a study on multi-touch CTV advertising in Germany.
- 750 German CTV users aged 18+ were surveyed from August 4-20.
- Ad recognition reached 63% for single pre-roll, 90% for repeated contacts, and 93% for sequential contacts.
- Unaided brand recall was 45% for single pre-roll and 67% for both multi-touch strategies.
- Sequential contacts excelled in brand/content recall; repeated contacts performed better for product interest and brand fit.
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Rakuten TV Enterprise Unveils European CTV Report
Rakuten TV Enterprise published a new research report titled "Beyond the Break: Connecting Advertising Strategy with Viewer Experience," presented at Rakuten TV Enterprise LIVE London. The study, shared by Sarah Kelleher, Director of Media Marketing, draws on advertiser, agency and viewer research across key European markets to show CTV moving from an emerging channel to a core media investment. Findings highlight growing advertiser focus on attention, memorability and contextual relevance, a shift toward homescreen, pause and display formats, and a reported "advertiser‑viewer gap" where objectives and audience expectations are misaligned. Key metrics include universal CTV adoption intent, planned investment increases, format preferences and viewer receptivity. The report and Rakuten TV Enterprise’s CTVion+ product are positioned to simplify access to premium European CTV inventory and encourage viewer‑first ad strategies. The full report is scheduled for release on 2026-06-16.
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.
Omnicom Media Group Wins L'Oréal's €350M Media Account
The Omnicom Media Group has won the media pitch for L'Oréal's €350 million account. The dedicated agency for the cosmetics giant will be named Beauty Co-Lab. The new agency is set to launch in January 2027. This follows the recent announcement that Wavemaker, the incumbent, lost the account. The article provides details on the agency structure and confirms the name of the new entity, but the full details are behind a paywall.
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