The TV ad market is rapidly evolving as audiences’ viewing grows increasingly fragmented across a range of linear and non-linear services. Addressable TV advertising has emerged as a powerful tool to help advertisers effectively target and reach valuable audiences and make their media dollars work harder.

The new report from Go Addressable and CIMM, is based on in-depth custom research and unveils results on addressable TV advertising usage and trends. It also provides best practices for the medium, including that adding addressable TV advertising to linear ad campaigns can increase reach.

The findings further highlight the invaluable role that addressable TV plays in the overall media mix, offering key insights for advertisers looking to implement or increase addressable TV in their media campaigns and showcases the optimal uses cases for it.