Solid growth comes as more advertisers lean into personalization and begin to explore AI-powered creative versioning…
The global addressable TV sector is now a $56 billion industry and could reach $87 billion by 2027, according to new research by Ampere Analysis.
The company has conducted over 100 interviews with advertisers, streamers and agencies – supported by extensive bottom-up market modelling and quantitative consumer research – to produce the report in partnership with GroupM Nexus’s addressable TV solution Finecast and Microsoft Advertising.
Among the report’s findings are:
-
An average of a sixth of advertisers’ video advertising budgets are currently being spent with addressable TV service providers. This is as high as a fifth in mature markets like the US, with all major industry categories represented among addressable TV advertisers.
-
Both B2B and B2C marketers are using addressable TV to support performance marketing and brand-building objectives, targeting specific audience segments or geographies.
-
Brands are using addressable TV to extend campaign reach beyond broadcast TV. This is key in younger groups for whom the aggregate reach of addressable TV services provides a nearly 25 per cent incremental reach boost over total monthly broadcast TV reach in developed markets.
Full story at TVBEurope.