New Research from Go Addressable Finds That Nearly Half of Advertisers Said Addressable TV Advertising Played a Role in Their Upfront Negotiations
September 14 2023 - 11:59AM
Business Wire
81% of those advertisers said the medium was
important to these negotiations.
Today, Go Addressable, an industry initiative to advance
addressable TV advertising, announced the results of a new study
with Advertiser Perceptions that demonstrates how the medium’s role
in the upfronts is evolving, signaling a trend of increased usage
across the industry.
The research found that 47% of advertisers said that addressable
TV played a role in their 2023-2024 upfront negotiations. Further,
over 80% of those advertisers also said that it was an important
aspect of the negotiations, with nearly half rating it as
“extremely important” to their planning.
Earlier this year, Go Addressable also found that nearly three
in four marketers are currently including addressable TV
advertising in their media plans, a 16% increase versus a year ago,
highlighting the industry’s growing adoption of the medium.
“Go Addressable’s main goal is to educate buyers on the benefits
of addressable TV and make it easier to implement into the media
planning process,” said Larry Allen, VP & GM, Data &
Addressable Enablement, Comcast Advertising. “These findings on the
role addressable TV played in the recent upfronts demonstrate that
the medium is becoming mainstream, largely as a result of the work
Go Addressable has done to showcase how it can be used to achieve
optimal results for TV advertising. We are committed to continuing
our work to further its adoption.”
Founded in June 2021, Go Addressable is an industry inclusive
initiative focused on accelerating the growth of addressable TV
advertising. Through education and research, the group helps
address the challenges facing the addressable TV ecosystem and
recommends actionable solutions to maximize the scale, impact and
value of TV using aggregated data with a commitment to protecting
personal information. Participants include Altice USA’s a4
Advertising, Charter Communications’ Spectrum Reach, Comcast
Advertising, Cox Media, DIRECTV Advertising and DISH Media.
“Addressable advertising has become an increasingly important
part of the TV mix,” said Michael Piner, EVP, Advanced Advertising,
Mediahub Worldwide. “The whole is greater than the sum of its
parts. Using data and addressable tech to serve TV ads to qualified
U.S. households – regardless of their content choices – is a
valuable strategy for increasing the effectiveness of TV
plans.”
A deeper dive into this recent data, along with additional
insights, will be presented at the Go Addressable Summit on
November 29, 2023. This third annual event will bring together
industry leaders to provide a deep dive into how buyers perceive
addressable TV and how agencies and advertisers can integrate it
into their strategies.
The study is part of ongoing research from Go Addressable on the
industry’s usage of addressable TV advertising. Past studies and
insights are available on GoAddressable.com.
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
and DISH Media) 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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