These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.
Advanced TV tactics across linear and streaming are opening doors for advertisers to target consumers addressably on the biggest screen in the household. Despite the many pitfalls and pain points that plague advanced TV, it will continue gaining ground for years to come.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
What is advanced TV, and how much are advertisers spending on it?
What is the state of addressability in TV?
How will advanced TV fare as consumer data protections evolve?
WHAT’S IN THIS REPORT? Our latest forecasts for US ad spending against advanced TV tactics, including linear addressable, linear programmatic, and connected TV (CTV). Plus, discussion of disruptive forces in the space, including changes to the data privacy landscape.
KEY STAT: Fragmentation creates complexity in the advanced TV landscape. Nearly 1 in 5 US agency and brand professionals used every available path to purchase targeted inventory.
Here’s what’s in the full report
3files
Exportable files for easy reading, analysis and sharing.
11charts
Reliable data in simple displays for presentations and quick decision making.
23expert perspectives
Insights from industry and company leaders.
Table of Contents
Executive Summary
Key Points
What Is Advanced TV?
The US Addressable Opportunity: Who’s Watching What?
Advanced TV Woos Addressable- and Automation-Hungry Advertisers
More Data, More Targetability, More Complexity: The State of Addressability
Measurement, Privacy, and Fragmentation Are Disrupting Progress in Advanced TV
View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.