There has been a 16% increase from one year ago to the current time period in the number of marketers who include addressable television in their media strategy.

Advertiser Perceptions and Go Addressable, an industry project that aims to enhance addressable advertising, have come out with fresh statistics that represent the most recent growth, adoption, usage, and direction for this medium.

One of the most interesting findings that came out of this most recent round of study was the discernible increase in the sector’s acceptance and utilization of this medium. When the study was conducted around the same time last year, 63% (which is equivalent to almost two in three marketers) were using addressable TV. However, as of right now, 73% (or nearly three in four marketers) are utilizing addressable TV. This is an increase of 16%.

According to Dan Rosenfeld, Senior Vice President of Data Analytics and Insights at DIRECTV Advertising, the most important narrative that can be gleaned from these findings is one of expansion. They are pleased to report that two years following the launch of Go Addressable, the needle in terms of usage, acceptance, and knowledge of this medium has continued to move in a slow but steady direction. They have been inspired as a result to carry on with their job.

The study found encouraging signs in a number of other important areas, including:

Nearly half of those who participated in the survey had a combined linear and digital team creating addressable TV strategy for advertisers. This number was 49% according to sources. 

In the most recent study, the percentage of respondents who cited “better measurement/proof of ROI” as a factor to consider when increasing or initiating addressable TV investments dropped from 50% to 43%. This suggests that there has been more industry-wide education and awareness over the past year regarding how the medium works and its benefits.

The findings also provided valuable new perspectives with regard to aspects that require further development or attention to be placed on them. One illustration of this would be the difference between what people in the industry believe about attribution and what actually is being done about it. A number of respondents, in particular, expressed the opinion that there is not now “sufficient attribution to verify the ROI of addressable TV advertising.” (This is in stark contrast to the fact that Go Addressable presently collaborates with the top 20 attribution vendors on the market.)

In the past five years, addressable advertising has made tremendous strides, according to Jen Soch, Executive Director of Channel Solutions for GroupM. She added that clients recognize that adopting this strategy provides immediate value to their media plans. According to the information presented in the article, addressable advertising not only reaches audiences but also successfully resonates with them. 

She noted that their clients need to know that they can reach and connect with consumers in a targeted and personalized way while they are in a premium advertising environment. She added that this knowledge is necessary for their clients.

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