Where Are We in Addressable TV? MediaVillage Polls Agencies and Marketers

MediaVillage surveyed nearly 1000 advertiser and agency executives via an online questionnaire in JuneJulyamp160 Respondents rated their knowledge of addressable television compared to linear the importance of it to the future of media and advertising their current business interest and the leadership of select companies in advancing industry interests in addressable televisionamp160 MediaVillage member company subscribers can download the detailed report belowThirtyeight percent of agency executives consider themselves very knowledgeable about addressable TV based on top 3 box ratings on a 10point scale with the majority 53 in the middle range indicating a shaky confidence that could impact on addressable TV39s adoption We can assume that ATampampT39s highly visible launch of Xandr and the accompanying market outreach should contribute to increased knowledge among agency executivesWhile just over a third of agency executives consider themselves very knowledgeable on the subject nearly twice that many agree addressable is very importantrelevant to the future of the media and advertising businessamp160 Sixtythree percent of agency respondents surveyed rated addressable television as very importantrelevant top 3 boxes suggesting that they recognize its value more than their own grasp of the subjectamp160 Very few 4 felt that this advertising form had low importance bottom 3 boxesamp160 For leaders in addressable this presents an opportunity to educate an already engaged audience they have already bought in they just need to have a better understandingIt39s a slightly different story for marketersamp160 Notably addressable TV39s messaging has penetrated agencies more effectively than brandsamp160 The study found that agency executives felt more secure in their knowledge of the format with only 9 reporting low bottom 3 boxes clarity on the subject compared to 22 of marketersamp160 The differential in perceived high importance between agencies 63 and marketers 55 indicates that more work needs to be done to reinforce the value of addressable TV among brands and to get them off the fencequotIt39s logical that agencies are more knowledgeablequot explained Jack Myers Media Ecologist and Founder of MediaVillageamp160 quotBut the disconnect among marketers between using addressable and their knowledge is notableamp160 The industry could be doing more outreach among marketers to ensure that they feel confident in their agency39s use of addressable advertising reinforcing decisions to increase its usequotInterestingly marketers report being more heavily involved with addressable than their agency counterpartsamp160 The study revealed that more and more of the industry is moving towards addressable advertising with 51 of marketers and 43 of agencies currently highly involved top 2 boxesamp160 These results further the case for more education at the brandlevelamp160 Owing to their weaker knowledge marketers may think that they are more involved with addressable than they actually areamp160 There is also nearly a third of executives from both agency and brand who are still on the sidelines not actively involved with addressable representing a significant growth opportunityAs companies work to educate decision makers on the addressable television landscape which are getting the credit for actually moving the needle forwardamp160amp160Among those polled DirecTV leads the field with 60 of agencies and 51 of marketers ranking them high top 3amp160boxes in industry leadershipWhile actual rankings varied slightly between agencies and marketers the top 10amp160companies were the same for both groupsThe MediaVillage study makes clear that there is an immediate need to promote and communicate case studies and the advantages of addressable television more clearlyamp160 The industry overwhelmingly agrees that addressable television is the future as a valued and important advertising formatquotAs audiences shift to OTT platforms and as advanced technologies accelerate the reach potential of addressable media television will have a new communications and commerce application across the consumer journeyquot explained Myersamp160 quotIt39s important to understand how effectively the changing value proposition of television is being understoodamp160 This initial outreach is the first in a series of studiesquot

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Where Are We in Addressable TV? MediaVillage Polls Agencies and Marketers

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Read our important reports

MediaVillage Addressable TV Report 2018

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Where Are We in Addressable TV? MediaVillage Polls Agencies and Marketers

Read our important reports

MediaVillage Addressable TV Report 2018

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Charlene Weisler

Charlotte Lipman

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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