Go Addressable, an industry project to advance addressable TV advertising, published the findings of a new study conducted in collaboration with Advertiser Perceptions that reveals how the medium’s role in the upfronts is growing, indicating an industry trend of increased usage.
According to the study, 47% of advertisers stated addressable TV played a part in their 2023-2024 upfront talks. Furthermore, more than 80% of those advertisers stated it was an important component of the talks, with nearly half describing it as “extremely important” to their preparation.
Earlier this year, Go Addressable discovered that over three-quarters of marketers now include addressable TV advertising in their media strategies, a 16% increase from the previous year, highlighting the industry’s rising use of the medium.
“Go Addressable’s main goal is to educate buyers on the benefits of addressable TV and make it easier to implement into the media planning process,” said Larry Allen, VP and GM, Data & Addressable Enablement, Comcast Advertising. “These findings on the role addressable TV played in the recent upfronts show that the medium is becoming more mainstream, owing largely to the work Go Addressable has done to demonstrate how it can be used to achieve optimal results for TV advertising.” We are dedicated to continuing our efforts to increase its acceptance.”
Go Addressable, which to be launched in June 2021, is an industry-wide project aimed at speeding the growth of addressable TV advertising. The group addresses the difficulties of the addressable TV ecosystem through education and research, and recommends concrete solutions to maximise the scale, impact, and value of TV utilising aggregated data while remaining committed to protecting personal information. Altice USA’s a4 Advertising, Charter Communications’ Spectrum Reach, Comcast Advertising, Cox Media, DIRECTV Advertising, and DISH Media are among the participants.
“Addressable advertising has become an increasingly important part of the TV mix,” Michael Piner, EVP, Advanced Advertising, Mediahub Worldwide, stated. “The sum of its parts is greater than the sum of its parts.” Using data and addressable technology to show TV commercials to qualified US households, regardless of content preferences, is a significant technique for enhancing the effectiveness of TV plans.”
On November 29, 2023, the Go Addressable Summit will give a deeper look into this latest data, as well as other insights. This year’s event will bring together industry leaders to discuss how buyers perceive addressable TV and how agencies and marketers can use it into their strategy.
The report is part of Go Addressable’s continuous research on the industry’s use of addressable TV advertising.