eMarketer predicts that $2.54 billion will be spent on targeted, addressable TV ads in the US this year. But addressable accounts for just 3.7% of total TV ad spending.
The vast majority of the $70.83 billion that US advertisers will spend on TV this year still gets bought and sold through traditional methods.
In order for addressable TV to account for a double-digit share of overall TV ad spend, TV’s ad delivery infrastructure needs to be upgraded, centralized and aggregated at a national scale and packaged with other data-enhanced products that combine linear TV inventory with over-the-top (OTT) video inventory, according to Dave Morgan, founder, CEO and chairman of TV ad targeting company Simulmedia.
The issues with scaling addressable TV have not dampened advertisers’ enthusiasm. Addressable TV ads was one of the new technologies that marketers expressed most interest in, according to a July 2018 poll of 250 marketing decision-makers by Street Fight. Read the rest at eMarketer.