The Video Advertising Bureau estimates that total addressable TV advertising revenue will climb to $2.2 billion — covering 74% of U.S. TV homes by 2018.
Currently, the TV industry trade group estimates that revenue from addressable TV is nearly $900 million in 42% of TV homes.
The VAB says that just looking at addressable TV’s audience of 128 million would rank among the top 10 Internet platforms — ahead of Instagram, LinkedIn, Twitter and Pandora — and estimates that nearly 60% of advertisers plan to run addressable ads the next year.
Addressable TV, so-called one-to-one TV marketing — where for example, dog owners could get dog-food marketing commercials — has “got real scale, attention and accountability in trusted content without the bots, ad blocking or viewability issues that typify the digital environment,” stated Danielle DeLauro, senior vp of strategic sales insights for the Video Advertising Bureau.
The VAB estimates 71% of marketers are willing to pay higher cost per thousand price (CPMs) with addressable ads -- which can span live and on-demand TV.