Heineken CTV HomeScreen Study: Unlocking Creative Impact Across Screens

Challenge

With the rapid growth of CTV environments, Heineken needed to better understand how to optimise creative effectiveness on HomeScreen placements, a relatively new and underexplored space.

Key questions included:

• What creative formats drive the strongest brand impact?
• How does video length influence engagement and recall?
• What is the role of display vs. video in driving brand metrics?

Without clear benchmarks, it was difficult to fully unlock the potential of CTV HomeScreen environments.

Solution

Teads, in collaboration with Heineken and dentsu, conducted a multi-market creative study focused on CTV HomeScreen environments.

The study tested three key variables:

• Format: Full-screen vs. split-screen video
• Length: Short (6s) vs. longer duration (10–15s)
• Display: Static vs. animated key visuals

A standardised questionnaire was implemented to ensure consistency and allow aggregation across markets, enabling robust and scalable insights into creative performance.

Results

The study revealed clear and actionable learnings on how creative choices impact brand metrics:

• Full-screen formats significantly outperform split-screen in driving upper-funnel metrics such as ad awareness
• Longer video formats deliver stronger engagement and downstream brand impact
• Static display formats outperform animated visuals in driving brand familiarity

These findings provide a clear framework for optimising creative in CTV environments, enabling more effective media activation and stronger brand outcomes.