Go Addressable and Advertiser Perceptions Poll Finds 81% of Advertisers are Satisfied with Addressable TV Advertising; 41% Not Currently Using It Plan to Incorporate in 2023

The report the final of a threepart series found that 81 of advertisers said they are overall quotsatisfiedquot with the addressable TV advertising options today up from 72 who expressed this sentiment last year Additionally 41 of marketers not currently using addressable TV advertising plan to do so in 2023 The number is a marked increase compared to just 25 surveyed at this time last yearTo compile the report the two entities polled 300 brand and agency respondents allowing them to capture realtime industry practitioner feedback This latest installment yielded several noteworthy key insights with the overarching takeaway being that 2023 looks to be a promising year amp8211 as far as interest usage and momentum amp8211 for addressable TV advertisingOther notable findings from the report include77 of marketers who have used the medium said they are satisfied with the measurement solutions available for addressable TV37 of those currently using addressable advertising said they plan to increase their ad spend in it in 2023Another key indicator of addressable advertising39s growth and adoption Respondents noted that addressable advertising is now simpler to buy and both the number of options and cost to implement have improved And 96 of those using the medium today said they are buying from either AVOD programmers OEMs or MVPDs This points to the fact that marketers are working with multiple addressable providers to reach their audiences across different screens and servicesquotWe39re thrilled to see that momentum is continuing to build behind addressable advertising headed into 2023quot said Kevin Arrix Senior Vice President DISH MEDIA quotThese latest findings capture the industry39s enthusiasm and adoption of addressable which has become an increasingly important tool for advertisers to reach their audiences effectively and with tangible ROIquotConcurrently the Go Addressable group surveyed its participating companies and found that the industry initiative has helped to enable a monthly average of 53 billion linear advertising minutes since the inception of GoAddressable in June 2021 For context there are more than 12 trillion minutes per month in linear advertising per minute according to Nielsen All participants also indicated that inventory can grow with additional demandquotThis is a big moment in the history and future of addressable advertisingquot said Samantha Rose EVP Strategic Investment Lead Horizon Media quotThe medium is one of the most promising and topical ones in today39s TV ad ecosystem From ease of use to technical enablement to the number of options available we39ve come a long way in unlocking the scale and potential behind addressable advertising while doing so in a privacy focused way and I look forward to what we as an industry can do to further its growth and evolution in 2023quotThese latest research findings come as Go Addressable today hosts its second annual industry addressable advertising conference This year39s event takes place on Wednesday November 16 in New York with speakers spanning thought leaders from Publicis Media GroupM OpenAP VideoAmp Warner Bros Discovery LiveRamp and more More information hereamp160Click the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Go Addressable and Advertiser Perceptions Poll Finds 81% of Advertisers are Satisfied with Addressable TV Advertising; 41% Not Currently Using It Plan to Incorporate in 2023

Publish date

Channel

APPLY FOR JOBS | SUBMIT YOUR RESUME | REGISTER FOR FREE MEDIAVILLAGE CONTENT

Go Addressable and Advertiser Perceptions Poll Finds 81% of Advertisers are Satisfied with Addressable TV Advertising; 41% Not Currently Using It Plan to Incorporate in 2023

Enjoying This Commentary? There's More to Love

Stay in the know with more from MediaVillage

TAGS:

Cookies