Brands, Agencies Lay Out Addressable TV Priorities, Challenges

New Forrester research with more than 500 brand and agency media decision-makers confirms that optimizing addressable TV and other emerging channels is a top priority, but also confirms that key challenges remain to using addressable at scale. 

The research, commissioned by Dish Media, Cadent, Canoe, Comscore, Invidi Technologies, LiveRamp, Verizon …

1 comment about "Brands, Agencies Lay Out Addressable TV Priorities, Challenges".
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  1. Ed Papazian from Media Dynamics Inc, March 25, 2021 at 6:33 p.m.

    I find it odd that "addressable TV" rates so high as a" top prority" yet there seems to be a lot of fuzzyness in the "problems" cited as holding it back. On the latter count, no clear issue stands out and many of them seem to be about the same thing---like problems in execution, for example. I think that if advertisers were serious about better targeting they would rush to at least test the concept to see if the key question---how does it perform in terms of ROI both long and short-term can be answered? If this could be determined---even with various problems yet to be dealt with, a savvy advertiser would be ready to move in with greater spending---or not--when "addressablel  TV" attains the desired levels of scale, has better audience data, etc.

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