Awareness, adoption of and education surrounding addressable TV advertising continues to increase. A new report from a non-profit trade organization dedicated to raising awareness of and advancing the growth of addressable TV advertising shares that the intent to use addressable TV advertising among non-users has doubled in the last two years.
The analysis comes from GoAddressable, and is part of a series that began three years ago that looks specifically at addressable television advertising — an increasingly important topic for broadcasters eager to capitalize on NEXTGEN TV’s ability to bring such personalization to over-the-air advertising.
The key takeaway: The number of advertisers who plan to start using addressable in the coming year has doubled from 25% to 50% since 2021.
Additionally, the intent to spend more on addressable TV advertising has risen for the third year in a row. Currently, 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 for 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.”
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.
Click here to read the latest Go Addressable/Advertiser Perceptions report.
