Two-Thirds of Advertisers Plan to Start Using Addressable TV in 2025
The number of advertisers not using addressable TV advertising* has decreased by nearly half over the past two years and a significant share of those intend to start using addressable next year. Nearly 65% plan to start using addressable in 2025, a +57% lift from 2022. Of marketer respondents, 78% said they plan to start using addressable in the next year.
Increased adoption among advertisers is driven by satisfaction with the addressable TV advertising in market. 85% of advertisers report they are satisfied, with those saying they are very satisfied increasing by 61%.
Over Half of Advertisers Consider Addressable TV a Must-Buy
95% of advertisers report they are at least considering addressable TV today and over half say it is a must-buy, reflecting a +51% lift from the year prior.
The top four strategies for using addressable TV are:
- Optimize reach and frequency
- Complement traditional (linear) TV buy
- Reach an audience with specific messaging/creative(s)
- Integrate first-party and third-party data to reach the right audience
Nearly Two-Thirds of Advertisers Say Addressable TV Played a Role in Their Upfront Negotiations
Addressable TV advertising is cementing its role in the Upfronts, with 63% of advertisers saying the medium played a role in their 2024-2025 Upfront negotiations – a +34% lift from 2023.
Additionally, advertisers are saying that the role addressable is playing in Upfronts negotiations is growing in importance, with 82% saying it was important or extremely important.
Three in Five Advertisers Believe the State of Addressable is Improving
60% of advertisers believe that the current state of addressable has improved, with a +64% increase of those advertisers saying it has improved significantly in the last year.
As usage of addressable continues to become more mainstream, advertisers say the importance of receiving more education on how to plan, buy, and measure addressable TV is very important, with 58% stating they’d like more education.
The Future of Unified TV is Addressable
Go Addressable is committed to helping advertisers across the ecosystem better reach their audiences at scale. To learn more about the addressable TV advertising opportunity, visit GoAddressable.com.
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