Go Addressable Releases New Research Demonstrating the Importance of Addressable TV Advertising Among Adults 18-34 Amid Signal Loss
Go Addressable, a trade organization promoting addressable TV, has released new research highlighting the importance of addressable TV advertising amid signal loss and changing viewership habits. Key findings include:
1. 80% of adults 18-34 watch both linear and streaming TV.
2. 65% of advertisers are more likely to consider addressable TV due to cookie deprecation.
3. Half of advertisers have used data services for first-party audience identification in the past year.
The research emphasizes addressable TV's role in reaching valuable audiences across multiple screens. AMC Networks has joined Go Addressable, further supporting the medium's importance in the industry.
Go Addressable, un'organizzazione commerciale che promuove la TV indirizzabile, ha pubblicato una nuova ricerca che evidenzia l'importanza della pubblicità sulla TV indirizzabile in un contesto di perdita di segnali e cambiamento nelle abitudini di visione. I riscontri principali includono:
1. L'80% degli adulti tra i 18 e i 34 anni guarda sia TV lineare che streaming.
2. Il 65% degli inserzionisti è più propenso a considerare la TV indirizzabile a causa della deprecazione dei cookie.
3. La metà degli inserzionisti ha utilizzato servizi di dati per l'identificazione del pubblico di prima parte nell'ultimo anno.
La ricerca sottolinea il ruolo della TV indirizzabile nel raggiungere pubblici di valore su più schermi. AMC Networks ha aderito a Go Addressable, sostenendo ulteriormente l'importanza di questo mezzo nel settore.
Go Addressable, una organización comercial que promueve la televisión direccionable, ha publicado nueva investigación que resalta la importancia de la publicidad en televisión direccionable en un contexto de pérdida de señal y cambios en los hábitos de visualización. Las conclusiones clave incluyen:
1. El 80% de los adultos de 18 a 34 años ve tanto televisión lineal como streaming.
2. El 65% de los anunciantes está más dispuesto a considerar la televisión direccionable debido a la depreciación de cookies.
3. La mitad de los anunciantes ha utilizado servicios de datos para la identificación de audiencias de primera parte en el último año.
La investigación enfatiza el papel de la televisión direccionable en alcanzar audiencias valiosas a través de múltiples pantallas. AMC Networks se ha unido a Go Addressable, apoyando aún más la importancia de este medio en la industria.
주소 지정 가능한 TV를 홍보하는 상업 단체 Go Addressable이 새로운 연구 결과를 발표하여 신호 손실 및 변하는 시청 습관 속에서 주소 지정 가능한 TV 광고의 중요성을 강조했습니다. 주요 결과는 다음과 같습니다:
1. 18-34세 성인의 80%가 선형 TV와 스트리밍 TV를 모두 시청합니다.
2. 광고주의 65%가 쿠키 폐기로 인해 주소 지정 가능한 TV를 고려할 가능성이 더 높습니다.
3. 광고주의 절반이 지난 1년 동안 1차 청중 식별을 위한 데이터 서비스를 사용했습니다.
이 연구는 여러 화면에서 귀중한 청중에게 도달하는 데 있어 주소 지정 가능한 TV의 역할을 강조합니다. AMC 네트워크가 Go Addressable에 합류하여 이 매체의 중요성을 더욱 지원했습니다.
Go Addressable, une organisation professionnelle promouvant la télévision adressable, a publié une nouvelle recherche soulignant l'importance de la publicité sur la télévision adressable dans un contexte de perte de signal et d'évolution des habitudes de visionnage. Les principales conclusions comprennent :
1. 80 % des adultes âgés de 18 à 34 ans regardent à la fois la télévision linéaire et le streaming.
2. 65 % des annonceurs sont plus susceptibles de considérer la télévision adressable en raison de la dépréciation des cookies.
3. La moitié des annonceurs ont utilisé des services de données pour l'identification du public de première partie au cours de l'année dernière.
La recherche souligne le rôle de la télévision adressable dans l'atteinte de publics précieux sur plusieurs écrans. AMC Networks a rejoint Go Addressable, soutenant ainsi davantage l'importance de ce médium dans l'industrie.
Go Addressable, eine Handelsorganisation, die adressierbares Fernsehen fördert, hat eine neue Studie veröffentlicht, die die Bedeutung von adressierbarer Fernsehwerbung im Kontext von Signalausfällen und sich ändernden Zuschauergewohnheiten hervorhebt. Wichtige Ergebnisse sind:
1. 80% der 18-34-Jährigen schauen sowohl lineares als auch Streaming-TV.
2. 65% der Werbetreibenden sind eher bereit, adressierbares Fernsehen in Betracht zu ziehen, aufgrund der Cookie-Abwertung.
3. Die Hälfte der Werbetreibenden hat im vergangenen Jahr Datenservices zur Identifizierung von Erstanbietern genutzt.
Die Forschung betont die Rolle von adressierbarem Fernsehen beim Erreichen wertvoller Zuschauer auf mehreren Bildschirmen. AMC Networks ist Go Addressable beigetreten und unterstützt damit weiter die Bedeutung dieses Mediums in der Branche.
- 80% of adults 18-34 watch both linear and streaming TV, indicating a large potential audience for addressable TV advertising
- 65% of advertisers are more likely to consider addressable TV due to cookie deprecation, suggesting increased adoption
- AMC Networks joined Go Addressable, expanding the organization's membership and industry influence
- None.
AMC Networks, an industry leader in the deployment of addressable advertising, joins Go Addressable to further the education and adoption of addressable advertising across the industry
Advertisers today can at times face difficulties reaching audiences as viewership fragments across devices and platforms. While time spent with streaming has grown, a new analysis from Go Addressable and MRI-Simmons found that
“While we know TV consumption is changing, this research shows how adults 18-34 are still viewing linear TV as well as streaming. Advertisers need to be able to easily find viewers across all forms of TV, in one buy where it can be managed holistically,” said Molly Finnerty, Chief Investment Officer, Zenith. “There have been many significant advancements in addressable TV and today, it is a scalable tool that utilizes reliable data to power precise targeting and audience-based buying strategies. We continue to educate our advertiser clients that addressable TV is a valuable solution that is available to help them effectively reach audiences in premium environments.”
In addition to challenges caused by fragmentation, advertisers are also searching for solutions to address identity. New research on identity, in partnership with Advertiser Perceptions, found that
“Google’s recent announcement to no longer deprecate the cookie has caused quite a stir across the industry, however the loss of cookies and identifiers was a major topic in conversations at this year's Cannes Lions and is still a critical concern for advertisers. While third-party cookies remain in Google for now, many are looking for alternatives, including investing in tools or partners to better leverage their own first-party and zero-party data,” said Larry Allen, Board Chair, Go Addressable and VP & GM, Data and Addressable Enablement, Comcast Advertising. “Addressable TV is a powerful medium that offers data and tech to enable advertisers to serve relevant TV ads to authenticated audiences across
As addressable TV advertising becomes more widely adopted, Go Addressable has expanded its list of member companies with the recent addition of AMC Networks, which joined in April of this year. The addition of AMC along with Paramount in 2023 increased the number of content and programming distributor members, further showcasing the importance of the medium and the work that the organization is doing to educate the industry.
“We’ve been leaders in the addressable space for many years, and today offer fully addressable spots in every hour of programming across all of our linear networks. We understand the value that this advanced and privacy compliant targeting offers advertisers looking to reach valuable audiences wherever they are watching TV, especially as viewing habits become more fragmented,” said Marisa Simon, SVP, Linear & Addressable Operations, AMC Networks. “We have seen how Go Addressable’s work has furthered industry education and enabled advertisers to adopt addressable TV advertising and implement it as part of their media strategies more easily. We’re excited to officially be part of this organization and to help bring about a more addressable TV landscape.”
To learn more about Go Addressable, visit here.
About Go Addressable
Go Addressable is a trade organization led by TV distribution companies (AMC Networks, Charter Communications’ Spectrum Reach®, Comcast Advertising, DIRECTV Advertising, DISH Media, Optimum Media, and Paramount) to help maximize the scale, impact and value of TV as a marketing platform. The group’s mission is to further accelerate the advancement of addressable TV advertising in a way that is trusted, scalable and effective for both advertisers and programmers looking to make their inventory addressable. Go Addressable will achieve this through advocacy and education within the industry; problem-solving and action around industry challenges; and by working to facilitate the use of addressable advertising campaigns for buyers and sellers of TV inventory. For more information on how to participate, please visit goaddressable.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240815012130/en/
Media
Meredith Fitzgerald
meredith_fitzgerald@comcast.com
215-970-8504
Source: Go Addressable
FAQ
What percentage of adults 18-34 watch both linear and streaming TV according to Go Addressable's research?
How many advertisers are more likely to consider addressable TV due to cookie deprecation?
What percentage of advertisers have used a data service for first-party audience identification in the past year?
Which company recently joined Go Addressable as a member?
