Go Addressable and Advertiser Perceptions Research Finds Intent to Use Addressable TV Advertising Has Doubled in the Last Two Years; 40% Expect to Spend More on the Channel in 2024
This latest report is part of a series that has tracked the growth of addressable TV advertising over the last three years.
- This latest report is part of a series that has tracked the growth of addressable TV advertising over the last three years.
- Specifically, the number of advertisers who plan to start using addressable in the coming year has doubled since 2021: from 25% to 50%.
- Additionally, the intent to spend more on addressable TV advertising has risen for the third year in a row.
- Currently, 2 in 5 (40%) of TV advertisers expect to spend more on the channel in 2024 than they did in 2023.