Go Addressable and Advertiser Perceptions Research Finds Intent to Use Addressable TV Advertising Has Doubled in the Last Two Years; 40% Expect to Spend More on the Channel in 2024
29 Noviembre 2023 - 8:38AM
Business Wire
Go Addressable is releasing these findings
ahead of its third annual addressable TV advertising summit.
The findings come as a survey of the Go
Addressable group reveal that the industry initiative
has helped to enable a monthly average of 68 billion linear
advertising minutes, up 29% YOY.
The summit, which takes place in NYC today and
also via livestream, features author, advisor and former Publicis
Global Chief Strategist and Growth Officer Rishad Tobaccowala as
its keynote speaker, as well as panels featuring top industry
thought leaders.
Today, Go Addressable, a non-profit trade organization dedicated
to raising awareness of and advancing the growth of addressable TV
advertising, released new research findings in conjunction with
Advertiser Perceptions that captures the growth, usage and adoption
of this medium.
This latest report is part of a series that has tracked the
growth of addressable TV advertising over the last three years.
A key takeaway that came out of this round of research was this:
Awareness, adoption of and education surrounding this medium
continues to increase, with this new report finding that the intent
to use addressable TV advertising – among non-users – has doubled
in the last two years. Specifically, the number of advertisers who
plan to start using addressable in the coming year has doubled
since 2021: from 25% to 50%.
Additionally, the intent to spend more on addressable TV
advertising has risen for the third year in a row. Currently, 2 in
5 (40%) of TV advertisers expect to spend more on the channel in
2024 than they did in 2023.
"As we enter Go Addressable’s third year, adoption and usage of
addressability has consistently been on the rise,” said Amy Leifer,
Chief Advertising Sales Officer, DIRECTV Advertising. “We have seen
the power of this medium to drive outcomes for clients as
addressable TV is the ideal combination of sophisticated targeting
and measurement on the big screen, where viewers are receptive to
ads and where brands know their message will been seen in a
brand-safe environment. With Go Addressable, we are committed to
further evolving to help our clients achieve their goals.”
The study also revealed an upward trend in several other key
areas:
- Nearly 9 in 10 advertisers are satisfied with addressable TV
advertising as adoption and confidence in the medium has
grown.
- More than half of advertisers feel that measurement and scale
in addressable TV advertising has gotten better in the past year:
- 59% say measurement has improved
- 54% say scale has improved
- More than half of advertisers (53%) believe addressable TV
advertising is improving overall year over year.
Concurrently, the Go Addressable group surveyed its
participating companies and found that the industry initiative has
helped to enable a monthly average of 68 billion linear advertising
minutes since Go Addressable’s inception. This is a 29% increase
from 2022, when this same survey was conducted among the group.
(For context, there are more than 1.2 trillion minutes per month in
live linear advertising per minute, according to Nielsen.) All
participants also indicated that inventory can grow with additional
demand.
"Brand marketers are looking to make media investments go
further and addressable TV advertising allows them to connect with
their most valuable audiences in more effective ways,” said Brad
Stockton, SVP, U.S. National Video Innovation. “At dentsu, we know
that identity-based media opportunities are at the core of modern
marketing, with solutions like addressable TV providing
advancements in engaging with consumers through reach and targeting
capabilities. Widespread adoption and usage will help us get one
step closer to creating unity in this otherwise fragmented
ecosystem.”
These latest research findings come as Go Addressable today
hosts its third annual summit, with this year’s theme focused on
addressable TV’s converged future. Founded in 2021 and incorporated
this year, Go Addressable is a cross-company industry initiative
focused on accelerating the growth of TV advertising using
aggregated data with a commitment to protecting personal
information.
This year’s event takes place on Wednesday, November 29, in New
York, with speakers spanning thought leaders from Yahoo!, Hills Pet
Nutrition, Paramount, dentsu, Horizon, FreeWheel and more. More
information here.
Click here to read the latest Go Addressable/Advertiser
Perceptions report.
About Go Addressable
Go Addressable is a nonprofit trade organization led by TV
distribution companies (Altice USA’s a4 Advertising, Charter
Communications’ Spectrum Reach®, Comcast Advertising, DIRECTV
Advertising, DISH Media and Paramount) 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
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
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Media: Elaine Wong elaine_wong@comcast.com
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