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
November 16 2022 - 8:30AM
Business Wire
The findings come as a survey of the Go
Addressable group reveal that the industry initiative has helped to
enable a monthly average of 53 billion linear advertising
minutes.
Go Addressable kicks off its second annual
industry addressable advertising conference in New York today.
Go Addressable, an industry initiative created by television
distributors to advance addressable advertising, today released new
research findings – in conjunction with Advertiser Perceptions –
that tracks the latest growth, adoption and usage of this
medium.
The report, the final of a three-part series, found that 81% of
advertisers said they are overall “satisfied” 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 year.
To compile the report, the two entities polled 300 brand and
agency respondents, allowing them to capture real-time, industry
practitioner feedback. This latest installment yielded several
noteworthy key insights, with the overarching takeaway being that
2023 looks to be a promising year – as far as interest, usage and
momentum – for addressable TV advertising.
Other notable findings from the report include:
- 77% of marketers who have used the medium said they are
satisfied with the measurement solutions available for addressable
TV.
- 37% of those currently using addressable advertising
said they plan to increase their ad spend in it in 2023.
Another key indicator of addressable advertising’s 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 services.
“We’re thrilled to see that momentum is continuing to build
behind addressable advertising headed into 2023,” said Kevin Arrix,
SVP, DISH Media. “These latest findings capture the industry’s
enthusiasm and adoption of addressable, which has become an
increasingly important tool for advertisers to reach their
audiences effectively and with tangible ROI.”
Concurrently, 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 1.2 trillion minutes per month in
linear advertising per minute, according to Nielsen.) All
participants also indicated that inventory can grow with additional
demand.
“This is a big moment in the history and future of addressable
advertising,” said Samantha Rose, EVP, Strategic Investment Lead,
Horizon Media. “The medium is one of the most promising and topical
ones in today’s TV ad ecosystem. From ease of use to technical
enablement to the number of options available, we’ve 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 2023.”
These latest research findings come as Go Addressable today
hosts its second annual industry addressable advertising
conference. This year’s 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 here.
Click here to read the latest Go Addressable/Advertiser
Perceptions report.
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 VIZIO) 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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