Go Addressable, Advertiser Perceptions | November 18, 2022
Go Addressable, an industry initiative created by television distributors to advance addressable advertising, today released new research findings – in conjunction with Advertiser Perceptions – that tracks the latest growth, adoption and usage of this medium.
The report, the final of a three-part series, found that 81% of advertisers said they are overall “satisfied” with the addressable TV advertising options today, up from 72% who expressed this sentiment last year. Additionally, 41% of marketers not currently using addressable TV advertising plan to do so in 2023. The number is a marked increase compared to just 25% surveyed at this time last year.
To compile the report, the two entities polled 300 brand and agency respondents, allowing them to capture real-time, industry practitioner feedback. This latest installment yielded several noteworthy key insights, with the overarching takeaway being that 2023 looks to be a promising year – as far as interest, usage and momentum – for addressable TV advertising.
Other notable findings from the report include:
77% of marketers who have used the medium said they are satisfied with the measurement solutions available for addressable TV.
37% of those currently using addressable advertising said they plan to increase their ad spend in it in 2023.
Another key indicator of addressable advertising’s growth and adoption: Respondents noted that addressable advertising is now simpler to buy and both the number of options and cost to implement have improved. And, 96% of those using the medium today said they are buying from either AVOD, programmers, OEMs or MVPDs. This points to the fact that marketers are working with multiple addressable providers to reach their audiences across different screens and services.
“We’re thrilled to see that momentum is continuing to build behind addressable advertising headed into 2023,” said Kevin Arrix, SVP, DISH Media.
“We’re thrilled to see that momentum is continuing to build behind addressable advertising headed into 2023,” said Kevin Arrix, SVP, DISH Media. “These latest findings capture the industry’s enthusiasm and adoption of addressable, which has become an increasingly important tool for advertisers to reach their audiences effectively and with tangible ROI.”
Concurrently, the Go Addressable group surveyed its participating companies and found that the industry initiative has helped to enable a monthly average of 53 billion linear advertising minutes since the inception of GoAddressable in June 2021. (For context, there are more than 1.2 trillion minutes per month in linear advertising per minute, according to Nielsen.) All participants also indicated that inventory can grow with additional demand.
“This is a big moment in the history and future of addressable advertising,” said Samantha Rose, EVP, Strategic Investment Lead, Horizon Media. “The medium is one of the most promising and topical ones in today’s TV ad ecosystem. From ease of use to technical enablement to the number of options available, we’ve come a long way in unlocking the scale and potential behind addressable advertising, while doing so in a privacy focused way, and I look forward to what we, as an industry, can do to further its growth and evolution in 2023.”
These latest research findings come as Go Addressable today hosts its second annual industry addressable advertising conference. This year’s event takes place on Wednesday, November 16, in New York, with speakers spanning thought leaders from Publicis Media, GroupM, OpenAP, VideoAmp, Warner Bros. Discovery, LiveRamp and more. More information here.
About Go Addressable
Go Addressable is an industry inclusive initiative led by TV distribution companies (Altice USA’s a4 Advertising, Charter Communications’ Spectrum Reach®, Comcast, Cox, DIRECTV Advertising, DISH Media and VIZIO) to help maximize the scale, impact and value of TV as a marketing platform. The group’s mission is to further accelerate the advancement of addressable TV advertising in a way that is trusted, scalable and effective for both advertisers and programmers looking to make their inventory addressable. Go Addressable will achieve this through advocacy and education within the industry; problem-solving and action around industry challenges; and by working to facilitate the use of addressable advertising campaigns for buyers and sellers of TV inventory. For more information on how to participate, please visit goaddressable.com.
About Advertiser Perceptions
Advertiser Perceptions provides research-based strategic market intelligence and expert analysis to the media, advertising and ad tech industries. We survey brand marketers, agency executives, media specialists and IT leaders through our curated and proprietary Ad PROS™ community to provide clients with an unbiased view of the market, competing brands, and customer experiences. These actionable insights give clients the confidence to inform both strategic and operational decision-making to improve their products and services, strengthen their brands, and drive higher ad-related revenue. www.advertiserperceptions.com
Entravision | November 11, 2022
Entravision (NYSE: EVC), a leading global advertising solutions, media and technology company, today announced Chris Young, Chief Financial Officer and Treasurer, will present at the 2022 Southwest IDEAS Investor Conference to be held November 16-17, 2022 in Dallas, Texas. Management is scheduled to present on Wednesday, November 16th at 11:00 am CT.
The presentation will be webcast live over the Internet, and links to the live webcast and replay will be available on Entravision’s Investor Relations website at investor.entravision.com.
About Entravision Communications Corporation
Entravision is a leading global advertising, media and ad-tech solutions company connecting brands to consumers by representing top platforms and publishers. Our dynamic portfolio includes digital, television and audio offerings. Digital, our largest revenue segment, is comprised of four business units: our digital sales representation business; Smadex, our programmatic ad purchasing platform; our branding and mobile performance solutions business; and our digital audio business. Through our digital sales representation business, we connect global media companies such as Meta, Twitter, TikTok and Spotify with advertisers in primarily emerging growth markets worldwide. Smadex is our mobile-first demand side platform, enabling advertisers to execute performance campaigns using machine learning. We also offer a branding and mobile performance solutions business, which provides managed services to advertisers looking to connect with global consumers, primarily on mobile devices, and our digital audio business provides digital audio advertising solutions for advertisers in the Americas. In addition to digital, Entravision has 49 television stations and is the largest affiliate group of the Univision and UniMás television networks. Entravision also manages 45 primarily Spanish-language radio stations that feature nationally recognized, Emmy award-winning talent. Shares of Entravision Class A Common Stock trade on the NYSE under ticker: EVC. Learn more about our offerings at entravision.com or connect with us on LinkedIn and Facebook.
MediaGo, Baidu Global | September 21, 2022
Baidu’s Global Business Unit will be attending DMEXCO 2022 to demonstrate recent technological and service updates of MediaGo, an AI-integrated marketing platform that provides global cross-media integrated marketing solutions, including programmatic advertising, advertising reselling, and AI-backed recommendations for more than 10,000 companies.
“We are excited that in-person conferences are back, and we are able to meet with our European partners and discuss how MediaGo can continue helping them improve their ad performance, expand globally and enhance their international influence,” said Elaine Hu, Head of U.S. Strategy and Partnership at Baidu’s Global Business Unit.
“We are excited that in-person conferences are back, and we are able to meet with our European partners and discuss how MediaGo can continue helping them improve their ad performance, expand globally and enhance their international influence,” said Elaine Hu, Head of U.S. Strategy and Partnership at Baidu’s Global Business Unit. “MediaGo offers our advertising partners trusted, compliant EU inventory, and we are committed to building an AI advertising engine that leverages media context to achieve precision marketing.”
By leveraging Baidu’s technology and leadership position, MediaGo has secured in-depth strategic partnerships with unique, non-commoditized supply partners such as MSN, Snapchat, Pinterest and Reddit to provide customers with faster and more valuable media placement resources, helping companies to grow rapidly. MediaGo provides advertisers with access to more than 100 high-quality websites, including news portals, entertainment, sports, vertical publications, and more. All told, MediaGo can reach more than one billion high-value users around the world.
To schedule an appointment during DMEXCO on Sept. 21 or 22 at the Baidu MediaGo networking space (Hall 8, Stand 081M002), please contact: email@example.com.
MediaGo is a global AI-integrated marketing platform under the Baidu Global brand that helps clients to rapidly expand into the global market and enhance international influence. Available to customers in East Asia, Southeast Asia, the Middle East, Europe, and North America, MediaGo provides cross-media integrated marketing solutions, including programmatic advertising, advertising reselling and AI-backed recommendations to more than 10,000 companies. MediaGo is committed to building an AI advertising engine that leverages media context to achieve precision marketing in the modern era. To learn more about MediaGo, please visit: https://www.mediago.io.
About Baidu Global
Baidu Global is the international AI business growth engine under Baidu brand, providing global users with intelligent Internet services in multiple scenarios. Baidu Global covers more than 200 countries and regions around the world. With its strong localized operation capabilities, Baidu Global integrates global high-quality resources and offers a powerful engine that helps partners achieve rapid growth.
LG Ads Solutions | September 16, 2022
LG Ads Solutions, the connected TV and cross-screen advertising service, today announced a global rollout of its proprietary automatic content recognition (ACR) technology across LG TVs globally. The rollout will replace legacy technology, and put the new ACR solution on millions of smart TVs across Europe, Africa, Asia-Pacific, Latin America, and Australia.
As of September, LG Ads Solutions will be the exclusive provider of all LG CTV inventory and data on a worldwide basis. The rollout covers 27 countries across the Americas, Europe, Africa and Australia. ACR provided by LG Ads Solutions is already active on LG smart TVs in the U.S.
Chief Executive Officer Raghu Kodige said, “This ACR rollout marks the next major phase of our global CTV advertising business with LG Ads Solutions."
Chief Executive Officer Raghu Kodige said, “This ACR rollout marks the next major phase of our global CTV advertising business with LG Ads Solutions. It is a highly significant moment for brands across four continents, who increasingly need to reach cord-cutters and light-TV viewers who have migrated to OTT services, and to understand incremental reach over traditional linear TV services. Now with LG Ads Solutions, brands globally can plan, activate, and measure CTV advertising using the industry’s best ACR data set to help guarantee campaign success.”
Chris Jo, Senior Vice President, Head of Platform Business at LG Electronics Home Entertainment Company, said, “Since the LG Ads Solutions launch, the team has created tremendous momentum for the business globally. This ACR rollout is another great milestone that demonstrates their drive, commitment to excellence, and dedication to bringing the best possible advertising solutions to brands and agencies around the world.”
The ACR data, which is in global and regional compliance with all consumer data privacy regulations, helps brands understand, in an anonymized fashion, which TV ads have aired, or not aired, and how many times, in any given household. For brands, this means it can increase frequency levels for underexposed households, cap frequency for overexposed households, conquest households that are exposed to competitor’s ads, and more. Of major importance, it informs brands and agencies which households they are missing completely due to cord-cutting.
The data can also be used to measure the effectiveness of the ad. Two use cases, for example, are that it can determine if an ad drove viewers to a particular TV show or movie, or if it drove downloads and registrations to an OTT app or service.
LG Ads Solutions already powers CTV campaigns in over 40 countries globally. Now, brands in any country covered by the ACR rollout can immediately begin working with LG Ads Solutions to understand TV audience viewership in their country at a granular level, in order to pinpoint granular audience segments and to optimize reach, frequency, and ad effectiveness across linear and streaming television.
About LG Ads Solutions
LG Ads Solutions is the leading connected TV and cross-screen advertising service, helping brands find hard-to-get unduplicated reach at optimal frequency across the fragmented TV landscape, and maximize return on ad spend. The company brings together LG’s years of experience in delivering premium home entertainment products to consumers worldwide, with big TV audience data and Video AI designed to connect brands with audiences across all screens and understand resulting business outcomes. We are growing fast globally, and we are hiring! Contact us at firstname.lastname@example.org.