New Research from Go Addressable Finds That Nearly Half of Advertisers Said Addressable TV Advertising Played a Role in Their Upfront Negotiations
- 47% of advertisers find addressable TV important in upfront negotiations
- 16% increase in marketers using addressable TV
- None.
The research found that
Earlier this year, Go Addressable also found that nearly three in four marketers are currently including addressable TV advertising in their media plans, a
“Go Addressable’s main goal is to educate buyers on the benefits of addressable TV and make it easier to implement into the media planning process,” said Larry Allen, VP & GM, Data & Addressable Enablement, Comcast Advertising. “These findings on the role addressable TV played in the recent upfronts demonstrate that the medium is becoming mainstream, largely as a result of the work Go Addressable has done to showcase how it can be used to achieve optimal results for TV advertising. We are committed to continuing our work to further its adoption.”
Founded in June 2021, Go Addressable is an industry inclusive initiative focused on accelerating the growth of addressable TV advertising. Through education and research, the group helps address the challenges facing the addressable TV ecosystem and recommends actionable solutions to maximize the scale, impact and value of TV using aggregated data with a commitment to protecting personal information. Participants include Altice USA’s a4 Advertising, Charter Communications’ Spectrum Reach, Comcast Advertising, Cox Media, DIRECTV Advertising and DISH Media.
“Addressable advertising has become an increasingly important part of the TV mix,” said Michael Piner, EVP, Advanced Advertising, Mediahub Worldwide. “The whole is greater than the sum of its parts. Using data and addressable tech to serve TV ads to qualified
A deeper dive into this recent data, along with additional insights, will be presented at the Go Addressable Summit on November 29, 2023. This third annual event will bring together industry leaders to provide a deep dive into how buyers perceive addressable TV and how agencies and advertisers can integrate it into their strategies.
The study is part of ongoing research from Go Addressable on the industry’s usage of addressable TV advertising. Past studies and insights are available on GoAddressable.com.
About Go Addressable
Go Addressable is an industry inclusive initiative led by TV distribution companies (Altice USA’s a4 Advertising, Charter Communications’ Spectrum Reach®, Comcast, Cox, DIRECTV Advertising and DISH Media) 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.
About Advertiser Perceptions
Advertiser Perceptions provides research-based strategic market intelligence and expert analysis to the media, advertising and ad tech industries. We survey brand marketers, agency executives, media specialists and IT leaders through our curated and proprietary Ad PROS™ community to provide clients with an unbiased view of the market, competing brands, and customer experiences. These actionable insights give clients the confidence to inform both strategic and operational decision-making to improve their products and services, strengthen their brands, and drive higher ad-related revenue. www.advertiserperceptions.com.
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Elaine Wong
elaine_wong@comcast.com
Source: Go Addressable
