Observed Signal · Dec 11, 2025 · Interview · Source: VideoWeek · Impact: 1/5 · Sentiment: Neutral
Young Audiences Drive Interactive CTV
Dan Black, Head of CTV UK at Teads, explains that younger audiences grew up with different TV experiences and are more open to interacting with ads on connected TV. He argues that this openness enables brands to experiment with interactive formats, including QR codes that viewers can scan to engage with brands or access additional content, potentially raising brand awareness as ads appear on the living room screen. The discussion touches on broader CTV innovations, such as dynamic creative and measurement approaches that align with a video-led, cross-screen strategy. Black emphasizes that the TV environment is evolving toward more immersive, measurable experiences, and brands should explore how QR-driven interaction and other interactive tactics can be woven into future campaigns. The interview was filmed at VideoWeek Roadmap 2025 and reflects the industry's interest in expanding interactivity on CTV.
Limited scope / interview highlight; not industry-wide shift.
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Key Takeaways & Evidence Grounding
- Dan Black, Head of CTV UK at Teads, discusses opportunities in CTV with younger audiences.
- QR codes in CTV creative can engage viewers and boost brand awareness on the big screen.
- The interview was filmed at VideoWeek Roadmap 2025.
- The discussion centers on innovation in the CTV space and future brand use of the channel.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Simplifying CTV Access Crucial as Inventory Access Equalizes
At DMEXCO 2026, Bastian Sarott, CTV Business Lead EMEA at Teads, discussed the evolving CTV market, noting that most ad tech players have similar access to in-stream inventory, making differentiation difficult. He emphasized that the key to standing out is simplifying access to inventory for buyers, addressing long-standing fragmentation issues. These challenges extend to the emerging Home Screen market, where TV set makers use various technologies. Sarott highlighted that reducing complexity is crucial for growth and buyer satisfaction in CTV advertising.
Whale TV and Teads Make CTV Inventory Globally Available
Adtech company Teads is expanding its Connected TV offering with additional home screen inventory from Whale TV. Advertisers can now buy Whale TV's ad inventory in over 100 countries through Teads' Ad Manager. The two companies are expanding a collaboration that began in 2024, initially covering the Netherlands and Central/Eastern Europe. Whale TV, formerly known as Zeasn, reports 47.5 million monthly active TV devices globally, with 35% in Europe. The company works with over 400 TV brands including Philips, TCL, and Sharp. Teads now has direct access to over 500 million addressable TV devices for home screen advertising and has delivered more than 6,000 home screen campaigns since 2023. The offering includes home screen mastheads and native display formats that can expand to fullscreen video.
Teads Integrates with Koddi Commerce Media Infrastructure
Teads and Koddi have announced a new integration connecting Teads' Ad Manager with Koddi's commerce media infrastructure. This partnership enables advertisers to purchase onsite retail inventory from Koddi networks in the US and Europe, including Sponsored Product Ads and display placements on merchant and commerce platforms. The integration uses the OpenRTB standard to facilitate automated exchange between demand and sell sides, eliminating the need for proprietary integrations between Teads and individual retailers. Networks such as Wolt Ads, Gopuff UK, and Hopper are among those connected. Retailers retain control over inventory, pricing, and quality standards through Koddi's SSP. This move expands Teads' programmatic retail media offerings, allowing advertisers to plan and activate retail media alongside other channels within the Teads Ad Manager.
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