Comscore has signed the first media company to participate in its national addressable TV programmer measurement trials: WarnerMedia. Under the agreement, which began in late 2020, WarnerMedia is the first to test Comscore’s program, which allows publishers to execute and measure their national linear addressable inventory across multiple MVPD and connected TV providers for the first time.
eMarketer estimates that this year will see a 4.7% decline in addressable TV homes to 57 billion. Despite that, it sees linear addressable TV ad spending increasing by 33.1% to $2.85 billion this year. By the end of its forecast period in 2023, it sees linear addressable TV ad spending surpassing $4 billion annually.
Univision Communications has joined Nielsen’s beta program for its addressable TV platform. Nielsen began testing its addressable platform last year, and announced the participation of seven broadcast companies in January: A+E Networks, AMC Networks, CBS, Discovery, Fox, NBCUniversal and WarnerMedia.
Ampersand and Verizon Media have established a new strategic advanced TV relationship to “bring further national scale and unification of addressable TV to advertisers.” Ampersand will serve as the exclusive seller of Verizon Fios’ addressable TV inventory and has also selected Verizon Media’s DSP as their primary buying platform for CTV and OTT inventory. This […]
Kelly Abcarian, GM of advanced video advertising for Nielsen, called it “Nielsen’s new opportunity.” The company is positioned to support ad targeting and measurement, while transforming the C3 metric to account for addressable.
Driving the addressable TV market’s growth, which some estimates put at 50% this year, is advertisers’ satisfaction with their campaigns there. Michael Bologna, president of One2one Media, estimates about 54 million U.S. TV households currently have the necessary technology for such ad insertion. Another 30 million-40 million televisions are expected by year’s end.
What Happens Next For Tegna?
Addressable TV advertising looks to more than double its current revenue in two years. The Video Advertising Bureau estimates that total addressable TV advertising revenue will climb to $2.2 billion — covering 74% of U.S. TV homes by 2018.
Starcom MediaVest Group today announced the launch of SMG Maps TV, an addressable TV measurement product that it says links addressable TV ad exposure to brand location visits. SMG launched the new measurement tool in partnership with PlaceIQ and Acxiom. The addressable TV component adds to the SMG Maps platform that the Publicis Groupe agency launched last year.