Addressable TV Advertising Set for Takeoff as Buyers Seek Performance: Go Addressables New Chairman Beet.TV [Video]

Addressable TV advertising has hit an inflection point. More marketers are turning to it as a “must-buy” to achieve better performance, even as overall TV ad spend remains under pressure. That was the view of one ad industry executive speaking at the Go Addressable summit this week.

The summit, which brought together hundreds of attendees both in person and virtually, showcased the growing momentum of addressable advertising, the practice of targeting specific households with personalized ads.

The top four things about addressable TV right now? “It’s grown three years in a row, 53% of buyers now consider it a must-buy, 63% say it’s a critical part of their media planning and 66% of those buyers that have *not* bought Addressable TV this year are planning to do so next year,” said Matthew Van Houten, SVP, product, operations and business development, DIRECTV Advertising, in this video interview with Beet.TV.

The rising …