About half of households in India said they own a smart TV, helping to drive growth in CTV ad spending.
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.
While performance generally gets high marks, cost concerns could be a bigger hang up than ever, in the current economic environment.
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.
The recommendation is based on viewership and ad exposure data from more than 20,000 campaigns.
Commerce media is forecast to reach about $200 billion in total addressable market by 2024, Criteo CEO Megan Clarken told Beet.tv. Putting that into perspective, she said, search by 2024 will reach
about $285 billion, and search had 25 years to get there. That's how fast commerce media is taking off.
Advertisers continued to shift their spending out of traditional linear television and into newer media channels.
The media research company estimates this year will see a 4.7% decline in addressable TV homes to 57.6 million.