US Addressable TV ad spend is set to more than triple between 2016 and 2020

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 02, 2019, 4:14 PM UTC

The technology lets advertisers serve the right ad to the ideal audience with a one-to-one delivery approach.

Addressable TV, which lets advertisers to selectively target individual households based on audience segmentation, could grow faster in the US than video streaming sites according to a new guide released by the Video Advertising Bureau.

40% of current U.S. addressable TV agency and marketing professionals are making “substantial investments” in the medium this year. Combining addressable TV ads with linear TV buys can help marketers reach a larger base of eligible targets with full-funnel results.

According to a report from the Video Advertising Bureau advertisers are using addressable technology to improve their TV buys by reaching out to light TV viewers in a more effective way. The technology “is changing the way brands reach consumers on television,” SVP, ad sales partnerships for Xandr, Jason Brown said.

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