Research shows that addressable TV is well-positioned for success next year. In October of 2021 and 2022, Go Addressable partnered with Advertiser Perceptions to survey 300 agency and brand decision-makers on their plans for addressable TV in the upcoming year.
2-in-5 Non-Users Will Start Using Addressable Next Year, While Over a Third of Users will Increase Their Spend
41% of advertisers that are not using addressable will start using it in 2023, compared to just 25% surveyed at this time last year. Despite economic headwinds, advertisers recognize the demonstrated efficiency in buying addressable TV. Additionally, 37% of current users will increase their spend in addressable TV next year.
Plan to Use Addressable Next Year
(Among those Not Using Addressable TV)
Plan to Spend More in Addressable Next Year
(Among those Using Addressable TV)
Increased Satisfaction Driven by Measurement Solutions, Simplicity of Buying, and More Addressable Ad Opportunities
18% of advertisers say they are very satisfied with addressable TV ad opportunities today—a 64% lift versus the same time last year. High overall satisfaction is driven by the flexibility and adaptability of addressable.
Over 3-in-4 advertisers that have used addressable are satisfied with the measurement solutions available for addressable TV today. With increased confusion around the state of audience measurement, addressable offers advertisers the opportunity to test and learn with different measurement and attribution partners.
of users are satisfied with addressable TV measurement solutions
Advertisers note that addressable is now simpler to buy, and both the number of options and cost to implement have improved. Over half of those using addressable today say they are buying from either AVOD, programmers, OEMs, or MVPDs, indicating that advertisers are partnering with multiple providers to reach their audiences across services.
2022 Most Improved Areas for Addressable
Simplicity of buying
Cost to implement
buy addressable across more than 1 addressable partner
The Path Forward Calls for Collaboration
Advertisers are excited about the future of addressable. To sustain its upward trajectory, the industry needs to work together in maximizing the scale, impact, and adoption of addressable advertising. That is where Go Addressable comes in.
Countless options coupled with unique campaign objectives make media selection no easy feat for advertisers today. While we know there is interest in and excitement around addressable TV, what exactly is driving investment? Go Addressable partnered with Advertiser Perceptions to get a pulse on the industry by surveying 300 agency and brand
Better Targeting, ROI and Past Success are Top Reasons for Using Addressable
Nearly 2-in-3 advertisers are currently including addressable in their media strategies and that’s because they understand its ability to deliver positive results.
Top Reasons for Using Addressable TV Today
(% Addressable TV Users)
Ability to measure/
Combined Linear and Digital Teams Manage Addressable
Nearly half of teams responsible for addressable TV cover both linear and digital planning – a valuable approach considering that addressable can span traditional TV and CTV.
use combined linear and digital teams to manage addressable planning
Moving the Needle Forward
At least 1-in-3 are not using addressable today, and they say it’s because they do not have the budget to support it or because of a perceived lack of value relative to cost.
Lack of Value Relative to Cost
1-in-2 advertisers would increase investments in addressable given better measurement/proof of ROI
Half of advertisers say they would begin investing or invest more in addressable if they had better measurement or proof of ROI. Advertisers are seeking clear demonstration of value to make their media selection decisions, and the industry must continue to advocate for accurate and effective measurement.
In addressing the challenges faced by the TV ecosystem today, Go Addressable aims to advance addressable TV’s future value by helping maximize the scale, impact, and adoption of addressable advertising. To learn more about how Go Addressable is advancing the future of television, visit GoAddressable.com.
Addressable TV is defined as the ability to serve targeted ads to specific households or users based on deterministic identifiers, allowing brands to define and serve their message to the desired audience, wherever and whenever they’re watching content on TV/CTV/STB. Those targeted households can be matched to 1st, 2nd or 3rd party data sets or modeled by behavioral, demographic and/or geographic factors from 1st, 2nd or 3rd party data sets.
As the use of data and targeting continues to change the way advertisers approach advertising, addressability has emerged as an effective, accountable, and optimizable way to reach the right audience at the right time. But are advertisers ready to jump on board?
Recently, Go Addressable – a cross-company industry initiative led by Altice, Charter / Spectrum Reach, Comcast, Cox, WarnerMedia / DIRECTV, DISH Media, Frontier and Vizio – partnered with Advertiser Perceptions to conduct a survey of 300 marketer and agency decision makers to learn how advertisers are approaching this monumental shift in TV advertising.
The results show that both interest and spend in addressable TV advertising are growing in 2022:
Nearly 90% of agencies and marketers agree addressability is important to the future of television advertising.
Over 3/4 of marketers and agencies say that linear addressable is the key to solving their marketing objectives in a fragmented media world.
1/3 of addressable TV advertisers say they will spend more in addressable in 2022.
1/4 of advertisers not currently spending in addressable TV report that they plan to start in 2022.
While advertisers agree addressability is a key part of advertising’s future, not everyone is taking advantage. Education and industrywide solutions are needed to support advertisers’ adoption:
1/2 of advertisers surveyed are not currently using addressable TV advertising.
2/5 of those not currently spending in addressable TV advertising say they are unsure if they’ll do so in 2022.
While nearly 3/4 of advertisers are satisfied with current addressable TV options, only 1/10 are very satisfied.
Through education and enablement, the Go Addressable initiative is committed to accelerating the growth of addressable TV advertising and making it easier for advertisers to incorporate addressable TV into their advertising campaigns.
Advertisers and Marketers can learn more about Addressable TV advertising by visiting the Go Addressable Content Hub for timely insights into addressable TV, including blogs, videos, infographics, industry guides and more.
Note: Addressable is defined as the ability to serve targeted ads to specific households or users based on deterministic identifiers, allowing brands to define and serve their message to the desired audience, wherever and whenever they’re watching content on TV/CTV/STB. Those targeted households can be matched to 1st, 2nd or 3rd party data sets or modeled by behavioral, demographic and/or geographic factors from 1st, 2nd or 3rd party data sets.
Source: Advertiser Perceptions Omnibus Survey, commissioned by Go Addressable, October 2021; based on online survey with 300 advertiser and marketers
The Go Addressable Guide is one of the most comprehensive resource guides available for the industry. This resource is a collection of definitions, best practices, and shared learnings to enable marketers, buyers, and sellers to “go” addressable.