Go Addressable and Advertiser Perceptions Poll Finds 67% of Advertisers Now Use Addressable TV Advertising
08 Septiembre 2022 - 6:30AM
Business Wire
47% of advertisers are using combined digital
and linear teams to manage addressable TV, a key aspect given that
the medium spans traditional TV and CTV.
Go Addressable, an industry initiative created by television
distributors to advance addressable advertising, today released new
research – in conjunction with Advertiser Perceptions – that tracks
the latest growth, adoption and usage of this medium.
The report, the second of a three-part research series, found
that nearly two in three advertisers (67%) are incorporating
addressable advertising in their media campaigns. This is a marked
increase from the first study, conducted in October 2021, which
found that only half of marketers were using the medium.
Both studies had a sample size of 300 agency and brand
advertisers.
The increase comes as interest – and adoption – of addressable
advertising is growing. Per a Deloitte Global study, the sector is
expected to reach U.S $7.5 billion dollars globally this year.
Addressability was also a key theme during the most recent TV
upfront season.
Other noteworthy findings from the report include:
- Nearly half of teams responsible for addressable TV advertising
cover both linear and digital planning, a vital and valuable
approach considering that addressable can span traditional TV and
CTV.
- Among those currently using addressable TV advertising, the top
reasons were:
- 48%: it provides better targeting
- 46%: ability to measure/prove ROI
- 37%: successful past performance
“Addressable advertising has become a vital component in our
media plans, due to its ability to reach and engage with consumers
in a more targeted way,” said Molly Finnerty, SVP, Strategic
Investment, at Interpublic Group’s MAGNA Global. “For us, the
driving factor has been the tangible ROI and a demonstrated history
of success, which, in turn, has helped speed up adoption and usage
among our client base.”
“This study captured what we’re seeing and hearing from our
clients and in the marketplace,” said Matt Van Houten, SVP,
Product, Operations & Business Development, DIRECTV
Advertising. “As an industry, it’s important we continue educating
and raising awareness of addressable advertising’s value as we
reach a critical moment in the medium’s future and growth.”
“These latest findings reflect much of what we’ve been seeing in
the industry,” said Kevin Arrix, SVP, DISH Media. “Momentum is
building and advertisers are using addressable technology to
maximize reach and frequency of their target audiences across their
full video investment. Moving forward, awareness, education and
proven impact will be the key drivers in the adoption of
addressable TV. These are the core pillars behind Go
Addressable.”
Click here to read the current report.
About Go Addressable Go Addressable is an industry
inclusive initiative led by TV distribution companies (Altice USA,
Charter Communications' Spectrum Reach®, Comcast, Cox, DIRECTV
Advertising, DISH Media and VIZIO) to help maximize the scale,
impact and value of TV as a marketing platform. The group’s mission
is to further accelerate the advancement of addressable TV
advertising in a way that is trusted, scalable and effective for
both advertisers and programmers looking to make their inventory
addressable. Go Addressable will achieve this through advocacy and
education within the industry; problem-solving and action around
industry challenges; and by working to facilitate the use of
addressable advertising campaigns for buyers and sellers of TV
inventory. For more information on how to participate, please visit
http://www.goaddressable.com/.
About Advertiser Perceptions Advertiser Perceptions
provides research-based strategic market intelligence and expert
analysis to the media, advertising and ad tech industries. We
survey brand marketers, agency executives, media specialists and IT
leaders through our curated and proprietary Ad PROS™ community to
provide clients with an unbiased view of the market, competing
brands, and customer experiences. These actionable insights give
clients the confidence to inform both strategic and operational
decision-making to improve their products and services, strengthen
their brands, and drive higher ad-related revenue.
www.advertiserperceptions.com
View source
version on businesswire.com: https://www.businesswire.com/news/home/20220908005176/en/
Media: Elaine Wong elaine_wong@comcast.com
Comcast (NASDAQ:CMCSA)
Gráfica de Acción Histórica
De Mar 2024 a Abr 2024
Comcast (NASDAQ:CMCSA)
Gráfica de Acción Histórica
De Abr 2023 a Abr 2024