Addressable TV advertising market to hit $3.3B by 2020

Overall spending on addressable television advertising is poised for massive growth and could total $3.3 billion by 2020, according to the Video Advertising Bureau.

The VAB just released a marketing guide, Address For Success, and the organization found that 6 out of 10 advertisers using addressable TV say it’s a valuable part of their media buy and are planning to increase their investment. As a result, the VAB believes addressable will grow 343% increase from 2016 to 2020.

There is still lots of potential upside for addressable. The VAB estimates just 40% of U.S. addressable TV agencies and marketing professionals are currently making a significant investment in platforms, and that 71% of these marketers have been buying addressable TV for less than one year.