Addressable TV advertising will increase both available addressable inventory and the number of households that will be reached with a projected $3.04bn ad spend in 2019, more than double its 2017 level of $1.26bn.
The TV marketplace is increasingly prepared to use sophisticated targeting driven by data and automation, according to an article in eMarketer today who released a full-report entitled Television Update H2 2017: Advanced TV’s Progress on Aug. 10.
While personalized commercials to individual households is still in its early stages, it is anticipated that ad spend is expected to reach $3.04bn in 2019, more than double its 2017 level of $1.26bn, eMarketer estimates.
The potential for an expansion of both available addressable inventory and the number of households that can be both be drivers of this growth, where addressable planning and buying could be an additional growth catalyst.
“There are many subsets of advanced TV, but what they all have in common is the expansion of TV’s capabilities beyond what was possible with just an analog signal and a receiver. Addressable, programmatic, OTT and interactive are all examples,” said Gerard Broussard, author of eMarketer’s latest report, “Television Update H2 2017: Advanced TV’s Progress.”
The report suggests that standardization among advanced target definitions, data sources and the volume of programmatic TV (PTV) transactions will increase to a meaningful level.
Ad spend has its detractors, according to the eMarketer story as Increasingly, US addressability may cost more in the short term, however, the advantages are the advancements in target marketing.