Analyst Take: What Advertisers Need to Know About Addressable and Programmatic TV in 2021

Report by Ross Benes  | Apr 28, 2021
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Table of Contents
Executive Summary
Key Takeaways
Linear Addressable TV
Linear Programmatic TV
Read Next
Sources
Media Gallery
About This Report
Addressable and programmatic TV ad spending continues to rise as the TV industry undergoes technological change.
Topics
TV
United States
Table of Contents
Executive Summary
Key Takeaways
Linear Addressable TV
Linear Programmatic TV
Read Next
Sources
Media Gallery

Executive Summary

Various organizations within the TV advertising industry are trying to make linear TV advertising more targeted and automated. While there is strong interest from the buy and sell sides to make TV advertising more data-driven, there are several hurdles that will restrict how fast TV advertising can change.

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Table of Contents

  1. Executive Summary
  2. Key Takeaways
  3. Linear Addressable TV
  1. Linear Programmatic TV
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

US Linear Addressable TV Ad Spending, 2019-2023 (billions, % change, and % of total TV ad spending)US Linear Addressable TV Households, 2017-2021 (millions, % change, and % of total pay TV households)
Primary Objectives for Addressable TV Advertising in 2021 According to US Agency/Brand Professionals, Feb 2021 (% of respondents)Challenges Faced by US Agency/Brand Professionals When Executing an Addressable TV Advertising Strategy, Feb 2021 (% of respondents)
Most Important Step that Brands Should Take to Promote the Future of Addressable TV According to US Agency/Brand Professionals, Feb 2021 (% of respondents)How Has the US Programmatic TV Ad Spending Forecast Changed? (billions, 2019-2023)
Channels That US Agency/Marketing Professionals Will Increase vs. Decrease Their Ad Spending in, Dec 2020 (% of respondents)US Third-Party Audience Data Spending, by Channel, 2018-2020 (billions, % change, and % of total)

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authors

Ross Benes

Contributors

Nazmul Islam
Junior Forecasting Analyst
Nicole Perrin
Principal Analyst
Chuck Rawlings
Senior Researcher