Report: Addressable TV ad spend very much alive, shows no sign of slowing

In the United States, addressable TV advertising rests on a groundswell of targeted marketing opportunities, with 40 percent of current U.S. addressable TV agency and marketing professionals opting for a substantial investment in the platform this year.

Address For Success, a new guide for marketers released by the Video Advertising Bureau (VAB), estimates 71 percent of these marketers have dedicated spending to addressable TV for less than a year, indicating a significant growth opportunity in this targeted ad space and surpassing other streaming such as Netflix, Amazon Prime Video, HBO, Roku, and Sling TV.

One-to-one ad delivery. The Address For Success guide refers to “addressable tv” as platforms only available through multichannel video programming distributors (MVPDs), enabling brands and advertisers to selectively target individual households via cable, satellite, IPTV, and set-top boxes based on audience segmentation. In short, advertisers can serve the right ad to the ideal audience with a one-to-one delivery approach.

“Addressable advertising continues to gain tremendous traction in the marketplace, and is changing the way brands reach consumers on television,” said Jason Brown, SVP, ad sales partnerships for Xandr. “We also see advertisers using addressable technology to better reach ‘light TV viewer’ households in a more effective way, which is improving the efficiency of their TV buys.”

Why you should care. When combined with linear TV buys, addressable TV ads empower marketers to reach a larger base of qualified targets with full-funnel results, as evidenced across multiple category case studies in the guide.

For brands invested in television advertising, addressable TV buys might just be an investment worth considering as a unique opportunity for boosted ad relevancy, precision targeting, and wider visibility in the digital ad space.

About The Author

Taylor Peterson

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor's editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.