Addressable TV forecast to grow from $56B today to $87B by 2027
Solid growth comes as more advertisers lean into personalization and begin to explore AI-powered creative versioning…
The global addressable TV sector is now a $56 billion industry and could reach $87 billion by 2027, according to new research by Ampere Analysis.
The company has conducted over 100 interviews with advertisers, streamers and agencies – supported by extensive bottom-up market modelling and quantitative consumer research – to produce the report in partnership with GroupM Nexus’s addressable TV solution Finecast and Microsoft Advertising.
Among the report’s findings are:
An average of a sixth of advertisers’ video advertising budgets are currently being spent with addressable TV service providers. This is as high as a fifth in mature markets like the US, with all major industry categories represented among addressable TV advertisers.
Both B2B and B2C marketers are using addressable TV to support performance marketing and brand-building objectives, targeting specific audience segments or geographies.
Brands are using addressable TV to extend campaign reach beyond broadcast TV. This is key in younger groups for whom the aggregate reach of addressable TV services provides a nearly 25 per cent incremental reach boost over total monthly broadcast TV reach in developed markets.
Full story at TVBEurope.
