New Go Addressable and Advertiser Perceptions Research Finds 73% of Advertisers Now Use Addressable TV Advertising
August 01 2023 - 12:24PM
Business Wire
Nearly three in four marketers are currently
including addressable TV in their media plans, a 16% increase
versus a year ago.
Today, Go Addressable, an industry initiative to advance
addressable advertising, and Advertiser Perceptions released new
findings that capture the latest growth, adoption, usage and
trajectory for this medium.
One noteworthy finding from this latest round of research was
the marked growth in the industry’s adoption and usage of this
medium. Presently, 73% (or nearly three in four marketers) are
using addressable TV, compared to 63% (or nearly two in three
marketers) when the study was fielded this same time last year.
This is a 16% increase.
“The big story behind these findings is growth,” said Dan
Rosenfeld, SVP, Data Analytics & Insights, DIRECTV Advertising.
“Two years into Go Addressable’s launch, we are excited to see that
the needle behind adoption, usage and awareness of this medium has
continued to move consistently. We take these findings to heart and
remain committed to finding ways to further enhance, innovate and
pioneer addressable advertising’s future.”
The study revealed positive momentum in other key areas:
- Among those polled, nearly half (49%) had a combined linear and
digital team planning addressable TV strategies for marketers.
- The percentage of respondents citing “better measurement/proof
of ROI” as a factor to consider when increasing or initiating
addressable TV investments dropped from 50% to 43% in this latest
study, suggesting that there has been more industry-wide education
and awareness of how the medium works and its benefits over the
past year.
The findings also yielded important insights when it comes to
areas that need more improvement or focus. One example is the
industry’s perception versus what is currently being done around
attribution. Respondents, in particular, noted that they felt there
is currently “inadequate attribution to prove the ROI of
addressable TV advertising.” (Contrast that with the fact that Go
Addressable currently works with the top 20 attribution vendors in
market.)
“Addressable advertising has evolved tremendously in
recent years, and clients find that using this method adds
immediate value to their media plans,” said Jen Soch, Executive
Director, Channel Solutions, GroupM. “Our clients need to know they
can reach and engage with consumers in a targeted and personalized
way while in a premium advertising environment, and addressable
advertising delivers in a way that not only reaches audiences, but
resonates with them.”
The study is part of an ongoing research initiative between both
parties. To view the full report, as well as past studies, click
here.
About Go Addressable
Go Addressable is an industry inclusive initiative led by TV
distribution companies (Altice USA’s a4 Advertising, Charter
Communications' Spectrum Reach®, Comcast, Cox, DIRECTV Advertising,
DISH Media and Verizon) 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
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Media Elaine Wong elaine_wong@comcast.com
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