Nearly three quarters (73%) of marketers
report using addressable TV in the latest survey by Advertiser Perceptions for Go Addressable — up by 16%, from 63%, from a survey conducted at the same time last year.
Go Addressable is
an industry initiative led by TV distribution companies, focused on helping to maximize the scale and impact of addressable TV as a marketing platform.
In recent years, addressable has
expanded beyond its traditional application in advertising through multiplatform video programming distributors (MVPDs), to include connected TV (CTV) media providers and programmers.
In fact,
over the past year, marketers report being slightly more apt to use CTV budgets than linear TV budgets to fund campaigns using addressable, with 51% saying they tapped CTV to 50% tapping linear.
Among those polled, nearly half (49%) employed a team consisting of both linear and digital marketers to plan addressable TV, 26% used digital video marketers for this purpose, another 26% used
linear TV marketers, and 19% report having a dedicated addressable TV campaign.
In what appears to be a positive sign regarding marketers’ perceptions of
addressable, when asked what would cause them to spend more on addressable, fewer cited “better measurement and proof of return on investment” as a top factor: 43%, versus 50% last
year.
However, the percentages saying they would spend more if addressable was more cost-efficient and had better scale rose compared to last year.
However, asked about addressable’s
top challenges now, 41% cited inadequate attribution to prove ROI, and 34% cited confusion over how addressable TV measurement and attribution work.
The results suggest that while
awareness of addressable and how it works has improved, industry education needs to continue.
Go Addressable notes, for instance, that confusion about attribution is common, even though
the group works with the top 20 attribution vendors in the market.
This year’s survey results are based on online interviews with 302 marketer (40%) and agency (60%) contacts from
The Advertiser Perceptions Pro Community and third-party partners, conducted April 4-13. All are involved in brand media decisions. A third (34%) are senior-level executives (vice president and
above), 51% are mid-level (director/supervisor), and 15% are managers, planners or buyers.