9:10am
According to research from Advertiser Perceptions, addressable TV advertising is considered a “must-buy” by 38% of marketers (up from 27% a year earlier), 73% of media buyers are now incorporating it into their mix (a 16% year-over-year increase), and 90% of advertisers who have run addressable campaigns on MVPD and vMVPD platforms plan to spend the same or more on addressable in 2024. Yet despite this, addressable inventory is still relatively small: +/- two minutes per hour, depending on the MVPD/vMVPD platform.
This session will bring together representatives of the companies and organizations that have been driving the growth of addressable TV in the US, in order to take stock of that growth and its implications, and to debate and discuss how to maintain addressable’s momentum going forward. Issues to be addressed include: How to improve attribution, in order to track the ROI of addressable TV; the importance to addressable of identity and the use of deterministic data; addressable’s potential for reaching light TV viewers; how to rethink creative for addressable spots; whether political advertising will prove to be a catalyst for addressable in 2024; the role industry organizations and initiatives need to play in order to grow addressable; and more. Panelists include:
