New Go Addressable and CIMM Study Demonstrates How Addressable TV Advertising Increases Reach of Linear TV Ad Campaigns
One of the report’s key findings was this: Leveraging a portion of ad dollars for addressable TV advertising, in addition to linear TV, in the majority of cases, results in increased campaign reach.
- One of the report’s key findings was this: Leveraging a portion of ad dollars for addressable TV advertising, in addition to linear TV, in the majority of cases, results in increased campaign reach.
- Incorporating addressable TV advertising into a brand’s media mix consistently garners about 40% reach, regardless of a marketer’s target audience penetration.
- The two firms also conducted an in-depth analysis of 145 addressable TV ad campaigns, which measured the reach and frequency of both linear TV and addressable advertising.
- Addressable delivers incremental reach to both large and small linear campaigns: Addressable TV adds incremental reach when linear reach begins to plateau, making it more cost efficient.