Household-addressable television advertising spending will rise from $2.1 billion in 2019 to more than $3.3 billion by the end of 2020, according to a new guide<\/a> for marketers released today by the Video Advertising Bureau. That represents a 343% spending increase from 2016, according to the VAB.<\/p>\n

\u201cI\u2019d say it\u2019s mature. It\u2019s arrived. We did talk a long time for the promise. Now we\u2019re talking about the delivery,\u201d VAB<\/a> President and CEO Sean Cunningham says in this interview with Beet.TV.<\/p>\n

Forty percent of U.S. \u201caddressable TV agency and marketing professionals\u201d say they are now making a significant investment in the platform, according to the VAB. Seventy-one percent of these marketers have been buying addressable TV for less than one year, signifying a substantial growth opportunity for sellers.<\/p>\n

\u201cI think one of the key things that advertisers are realizing is this is a full-funnel medium where they\u2019re going to get full-funnel outcomes,\u201d says Cunningham<\/a>.<\/p>\n

To the VAB, the term \u201caddressable\u201d refers specifically to the platforms and technologies available through MVPDs only. It defines addressable TV as the use of technologies to enable advertisers to selectively deliver ads to individual households via cable, satellite, and Internet Protocol television delivery systems and set-top boxes.<\/p>\n

The 60-page guide released by the VAB today is titled Address for Success and includes case studies in more than 10 different product and service categories, including travel and tourism, automotive, TV entertainment, financial, retail furnishings, appliances, beauty retailer and credit cards. Combining linear TV buys with the boost addressable TV offers delivered positive full-funnel outcomes for advertisers across the categories studied, according to the guide.<\/p>\n

\u201cWhat you\u2019re seeing is consistent results in whatever the KPI\u2019s are,\u201d Cunningham says.<\/p>\n

Asked about the supply of ad inventory available to target specific households, Cunningham cites 64 million addressable-enabled households, or 54% of total U.S. TV households. \u201cSupply is not a problem. We have plenty of supply.\u201d<\/p>\n

The VAB guide estimates that the U.S. addressable TV audience \u201c2 years of age and older\u201d has grown 27% to 162.2 million over the past two years, a larger audience than Twitter, Instagram, Snapchat, MSN, LinkedIn, Spotify and many other digital platforms\u2019 monthly unique visitors.<\/p>\n

In reference to the annual TV Upfront negotiations, Cunningham describes all of premium video as a 52-week proposition.<\/p>\n

\u201cThere\u2019s just some long-term prices that are struck at the Upfront and inventory lay-downs. Part of that lay-down is going to be some framework for addressable across a new high level of categories and advertisers. It\u2019s going to be a staple part of what people do,\u201d he says.<\/p>\n","protected":false},"excerpt":{"rendered":"

Household-addressable television advertising spending will rise from $2.1 billion in 2019 to more than $3.3 billion by the end of 2020, according to a new guide for marketers released today by the Video Advertising Bureau. That represents a 343% spending increase from 2016, according to the VAB. \u201cI\u2019d say it\u2019s mature. It\u2019s arrived. We did […]<\/p>\n","protected":false},"author":17,"featured_media":59607,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[1],"tags":[6816,6817,7901],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59605"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=59605"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/59605\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/59607"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=59605"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=59605"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=59605"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}