Advertisers are expected to increase Addressable TV spend due to improved measurement and scale, with 40% of existing users increasing budgets in 2024. Intent to use Addressable among new users has doubled, and satisfaction is at 85%, up from 72% in 2021. Monthly linear ad minutes have risen 29%.
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40% of users plan to increase their ad spend on addressable TV advertising in 2021; 50% of non-users plan to start using it. Most users find improvements in measurement, scale, options, simplicity, and cost. Paramount has reported 68 billion linear ad minutes per month since 2021 launch with 85% satisfaction levels.
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Paramount Global is the first programmer to join Go Addressable, a nonprofit looking to raise awareness of data-driven addressable ads. With 73% of advertisers & agencies already using it, they’re hosting their third industry summit in New York today.
Read MoreVizio plans to license its Smart TV software to third-party OEMs, increasing addressable market and ARPU. Q3 saw 66 new advertisers, 20% direct ad relationships growth, 14% ARPU growth, and 21% more hours streamed. WatchFree+ doubled content and nine new apps launched, including ESPN and Pet Collective, bringing total native apps to 200.
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AMC Networks launches new capabilities for linear TV advertising, allowing L’Oreal to use programmatic ad buying platforms to manage reach and frequency. Addressable is also available with the launch of AMC+ in September.AMC Networks launches new capabilities for linear TV advertising, allowing L’Oreal to use programmatic ad buying platforms to manage reach and frequency. Addressable is also available with the launch of AMC+ in September.
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ITV launches addressable ads to 1.3 million households, deploying over 30 million ads in 12-month beta trial. Ads managed via ITV’s self-serve platform Planet V, allowing for mass reach targeting and efficient customer engagement.ITV launches addressable ads to 1.3 million households, deploying over 30 million ads in 12-month beta trial. Ads managed via ITV’s self-serve platform Planet V, allowing for mass reach targeting and efficient customer engagement.
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47% of advertisers and agency execs said addressable TV was important for 2023-2024 upfront negotiations. 75% of marketers are using addressable TV ads in their plans, up from a year ago. Major distributors Altice USA’s A4 Advertising, Charter Communications’ Spectrum Reach, Comcast Advertising, Cox Media, DirecTV Advertising and Dish Media all participate in Go Addressable.47% of advertisers and agency execs said addressable TV was important for 2023-2024 upfront negotiations. 75% of marketers are using addressable TV ads in their plans, up from a year ago. Major distributors Altice USA’s A4 Advertising, Charter Communications’ Spectrum Reach, Comcast Advertising, Cox Media, DirecTV Advertising and Dish Media all participate in Go Addressable.
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Linear TV advertisers switch to outcomes-based measurement for effective targeting and campaigns. CTV adopts digital targeting, but linear still cannot be bought programmatically. Advertisers still focus on upper funnel metrics, but seek more granular data for incremental results.Linear TV advertisers switch to outcomes-based measurement for effective targeting and campaigns. CTV adopts digital targeting, but linear still cannot be bought programmatically. Advertisers still focus on upper funnel metrics, but seek more granular data for incremental results.
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In the next 5-10 years, media owners must bundle content to boost engagement and provide lower costs. Addressable TV is combined with search and display to increase efficacy, leading to 14-23% lifts for an auto brand. TV and streaming platforms must be fragmented to meet viewer preferences.
Read MoreJamie Power discusses the value of programmatic advertising and targeting, Disney’s earnings, their role in the upfronts, and Cadent’s acquisition by Novacap. Episode focuses on the future of data-driven strategies in the ad world.
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Marketers are increasingly using addressable TV as a marketing platform, with 73% reporting usage in a survey by Advertiser Perceptions for Go Addressable. Although awareness has improved, confusion over measurement and attribution persists. This year’s survey included 302 marketers and agencies, with 34% at senior-level.
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Sky Media has introduced a new Search Behaviour feature for AdSmart, allowing brands to target customers based on their online search habits. This platform combines search data with Sky’s first party data and seven search behaviour categories. Advertisers can refine campaigns using 1000+ AdSmart attributes. Brands can reach audiences in various stages of their purchase journey and creative adapt campaigns tailored to a specific area. Developed with Captify, the largest independent holder of search data.
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