Addressable TV Advertising Grows for Third Year in a Row as 53% of Advertisers Call It a Must-Buy [Yahoo! Finance]
comScore, Inc. (SCOR)
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Source: Yahoo! Finance
NEW YORK, November 20, 2024 BUSINESS WIRE )--Today, Go Addressable , a non-profit trade organization dedicated to and advancing the growth of addressable TV advertising, released new research findings in conjunction with Advertiser Perceptions that captures the growth, usage, and adoption of this medium. This latest report is part of a series that has tracked the growth of addressable TV advertising over the last four years. A key finding in this latest research is that addressable TV has become a vital channel for advertisers, with more than half now saying addressable is a "must-buy," after being viewed as an "add-on" just three years ago. Among those who haven't used addressable TV before, nearly two-thirds plan to start using it in 2025, reflecting steady growth since Go Addressable started tracking this metric in 2021. The increased investment in addressable TV advertising - the ability to serve targeted ads to specific households or users based on deterministic identifiers
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