Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "addressable tv"
- The initial success of a TV campaign encourages many brands to increase their spending as they seek greater market share.
- Black consumers seek culturally relevant content with authentic representation and storytelling that reflects their experiences.
- Smart TVs aren't just for watching video, with half of consumers saying they use the biggest screen in their homes to stream music from a service such as Pandora or Spotify.
- More than half of advertisers said a large, simultaneous audience is the biggest reason to buy ads in live events.
- One quarter of the Gen Z audience is Hispanic, making Spanish-language networks popular for younger consumers.
- The spending by newcomers to national television advertising hit $1.36 billion, trade group VAB said.
- About half of households in India said they own a smart TV, helping to drive growth in CTV ad spending.
- The research revealed that "effective" CPMs for addressable campaigns are more efficient than linear eCPMs when it comes to "light" consuming linear TV viewing audiences. Addressable TV - through messaging on multichannel video program distributors - is more precise and outperforms IP address matching.
- Go Addressable poll indicates more buyers seeing improvement in measurement, scale, opportunities.
- 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.
