Addressable TV is becoming more of a factor in buying negotiations, according to a survey of advertiser and agency executives conducted by Advertiser Perceptions for Go Addressable, an initiative to advance addressable advertising launched by major TV distributors.
Nearly half (47%) of the 305 agency and brand executives surveyed by Advertiser Perceptions for Go Addressable in July said that addressable TV played a role in their 2023-2024 upfront negotiations.
In addition, 80% of those executives said that addressable was an “important” aspect of negotiations, including nearly half rating it “extremely” important.
The survey sample consisted of U.S.-based agency (60%) and marketer (40%) executives involved in media brand selection decisions, from organizations reporting minimum advertising spend of $1 million over the next 12 months. Drawn from Advertiser Perceptions’ Ad Pros Community and third-party partners, 50% of the respondents had titles of vice president and above, and 44% had director/supervisor titles.
More results from the new research will be presented at Go Addressable’s summit in November.
Another survey for Go Addressable earlier this year found that nearly three in four marketers are currently including addressable TV advertising in their media plans — up 16% versus a year ago.
Participants in Go Addressable include Altice USA’s A4 Advertising, Charter Communications’ Spectrum Reach, Comcast Advertising, Cox Media, DirecTV Advertising and Dish Media.