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EMARKETER

Advanced TV 2022

What’s Next for Addressable, Programmatic, and Connected TV

Report by Evelyn Mitchell  |  Oct 18, 2022
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Report
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Table of Contents
Executive Summary
Key Points
What Is Advanced TV?
The US Addressable Opportunity: Who’s Watching What?
Advanced TV Woos Addressable- and Automation-Hungry Advertisers
More Data, More Targetability, More Complexity: The State of Addressability
Measurement, Privacy, and Fragmentation Are Disrupting Progress in Advanced TV
Advancing Advanced TV
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.
Topics
TV Advertising
US
Table of Contents
Executive Summary
Key Points
What Is Advanced TV?
The US Addressable Opportunity: Who’s Watching What?
Advanced TV Woos Addressable- and Automation-Hungry Advertisers
More Data, More Targetability, More Complexity: The State of Addressability
Measurement, Privacy, and Fragmentation Are Disrupting Progress in Advanced TV
Advancing Advanced TV
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Advanced TV tactics across linear and streaming are opening doors for advertisers to target consumers addressably on the biggest screen in the household. Despite the many pitfalls and pain points that plague advanced TV, it will continue gaining ground for years to come.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What is advanced TV, and how much are advertisers spending on it?
  2. What is the state of addressability in TV?
  3. How will advanced TV fare as consumer data protections evolve?

WHAT’S IN THIS REPORT? Our latest forecasts for US ad spending against advanced TV tactics, including linear addressable, linear programmatic, and connected TV (CTV). Plus, discussion of disruptive forces in the space, including changes to the data privacy landscape.

Targeted Activation Paths Used by US Agency/Brand Professionals to Reach Viewers on TV Sets, May 2022 (% of respondents)
E-Mail ChartDownload

KEY STAT: Fragmentation creates complexity in the advanced TV landscape. Nearly 1 in 5 US agency and brand professionals used every available path to purchase targeted inventory.

authors

Evelyn Mitchell

Contributors

Peter Newman
Senior Forecasting Analyst
Chuck Rawlings
Senior Researcher
Paul Verna
Principal Analyst
Max Willens
Senior Analyst
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