Seventy-three percent of marketers now use addressable TV - up from 63% in last year's survey. But measurement/attribution to prove ROI remains an obstacle to more investment in this targeting method.
AI and other technology will help drive growth, but misperceptions about cost, capabilities are still prevalent.
Advertisers that stay on air in the summer months have a chance to stand out amid slim declines in TV viewership.
The real challenge is how to manage reach and frequency across platforms where most consumers are reachable by both linear and addressable.
While performance generally gets high marks, cost concerns could be a bigger hang up than ever, in the current economic environment.
Greater recall of addressable vs non-addressable ads is true whether or not viewers pick the shows being watched, new studies find.
Netflix and YouTube are the most popular streaming services among Spanish-speaking consumers in the U.S.
Addressable TV advertising needs better ROI measurement for the business to accelerate. A new study finds half of advertisers would increase their investment in addressable products if the business
remedied some of their concerns.
Nearly half of of teams responsible for addressable TV advertising cover both linear and digital planning, finds the latest survey of agency and brand decision-makers for Go Addressable.
Jackson Hewitt created an integrated brand campaign to educate people about the value of working with a Jackson Hewitt Tax Pro. The TV campaign drove familiarity through three pillars: connection,
convenience and credits. Then they added another motivating action to the mix: humor.
The recommendation is based on viewership and ad exposure data from more than 20,000 campaigns.
CTV is considered more necessary than social video and national broadcast TV for video advertising.
Advertisers continued to shift their spending out of traditional linear television and into newer media channels.
One marketing manager admitted: "I can't quite seem to remember the precise difference between OTT, CTV, addressable, and data-driven, to be honest."
Burger King is prioritizing the moments that matter for the company - whether on TV, OTT, social - to drive incremental traffic and build brand. Learn how BK's media team is leveraging attribution
modeling as a guide and asserting performance criteria to judge every old and new channel against how each adds to the mission.
The media research company estimates this year will see a 4.7% decline in addressable TV homes to 57.6 million.
Half of 500-plus brand and agency media buying decision-makers surveyed by Forrester consider optimizing addressable TV and other emerging channels a top priority, but 100% have encountered challenges
in trying to use addressable at scale.
At least two-thirds of agencies said they believe targeted forms of advertising such as OTT, social media and addressable had the most impact in 2020, according to Borrell Associates.
Viamedia has promoted David Solomon to president and CEO, replacing Lieberman, who will remain as a director on Viamedia's board.
The company looks to track all TV screens and devices into a single-source data stream for licensing to TV networks, media agencies, digital media platforms, multichannel video programming
distributors and other research companies.
As we near the final days of a blistering election cycle, brand marketer interest in "social media" is piquing, suggesting that while mired in seemingly never-ending controversy, social will remain a
fundamental tool for marketers.
People like addressable ads nearly four times more than non-addressable ones --- and also remember addressable ads more accurately, finds an ambitious, still-in-progress study by GroupM's Finecast and
Addressable TV ad consortium Project OAR is working with iSpot.tv on measurement specifications to extend addressable TV advertising efforts focused on audience targeting.
Comscore's revenue fell 8%, despite growth in TV and addressable TV, due to the pandemic's impacts. Cost cuts helped boost EBITDA.
It's been a while since I've heard the old Wanamaker chestnut "half the money I spend on advertising is wasted; the trouble is I don't know which half." And if a new initiative backed by the ARF works
out, it's possible nobody will ever repeat it again.
Tatta, formerly a senior exec at 605 and Cablevision Media Sales, was named president of ad intelligence and pricing data firm Standard Media Index and will report to James Fennessy, global chief
executive officer of SMI.
American businesses are spending more time researching direct-to-consumer advertising, native advertising and search engine marketing.
Dramatic shifts in viewing behavior and buyers' and sellers' efforts to understand them will force a reconsideration of how quickly we need cross-platform measurement tools now made possible by
highly granular, sophisticated data and measurement systems.
Advanced TV advertising on OTT/connected TV platforms is being used by 66% of major brand advertisers to reach target audiences, according to a new survey from Comcast's FreeWheel and Advertiser
The lines are blurring between TV's role as a high-reach, long-term brand builder and a short-term targeted sales activation platform due to the growth of addressable TV households.