The findings come as a survey of the Go Addressable group reveal that the industry initiative has helped to enable a monthly average of 68 billion linear advertising minutes, up 29% YOY.
This latest development and milestone are noteworthy as they point to the organization’s continued momentum as well as the larger industry interest, awareness of and growing usage and adoption of addressable TV advertising.
Go Addressable, an industry initiative to advance addressable TV advertising, announced the results of a new study with Advertiser Perceptions that demonstrates how the medium’s role in the upfronts is evolving, signaling a trend of increased usage across the industry.
Nearly three in four marketers are currently including addressable TV in their media plans, a 16% increase versus a year ago.
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.
47% of advertisers are using combined digital and linear teams to manage addressable TV, a key aspect given that the medium spans traditional TV and CTV.