Analyst Take: What Advertisers Need to Know About Addressable and Programmatic TV in 2021

Report by Ross Benes  |  Apr 28, 2021
Download
Report
Spreadsheet
Share
Table of Contents
Executive Summary
Key Takeaways
Linear Addressable TV
Linear Programmatic TV
Read Next
Sources
Media Gallery
About This Report
Addressable and programmatic TV ad spending continues to rise as the TV industry undergoes technological change.
Topics
TV
United States
Table of Contents
Executive Summary
Key Takeaways
Linear Addressable TV
Linear Programmatic TV
Read Next
Sources
Media Gallery

Executive Summary

Various organizations within the TV advertising industry are trying to make linear TV advertising more targeted and automated. While there is strong interest from the buy and sell sides to make TV advertising more data-driven, there are several hurdles that will restrict how fast TV advertising can change.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

8charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Takeaways
  3. Linear Addressable TV
  1. Linear Programmatic TV
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

US Linear Addressable TV Ad Spending, 2019-2023 (billions, % change, and % of total TV ad spending)US Linear Addressable TV Households, 2017-2021 (millions, % change, and % of total pay TV households)
Primary Objectives for Addressable TV Advertising in 2021 According to US Agency/Brand Professionals, Feb 2021 (% of respondents)Challenges Faced by US Agency/Brand Professionals When Executing an Addressable TV Advertising Strategy, Feb 2021 (% of respondents)
Most Important Step that Brands Should Take to Promote the Future of Addressable TV According to US Agency/Brand Professionals, Feb 2021 (% of respondents)How Has the US Programmatic TV Ad Spending Forecast Changed? (billions, 2019-2023)
Channels That US Agency/Marketing Professionals Will Increase vs. Decrease Their Ad Spending in, Dec 2020 (% of respondents)US Third-Party Audience Data Spending, by Channel, 2018-2020 (billions, % change, and % of total)

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to Insider Intelligence →
Log in to Insider Intelligence

Read This With Insider Intelligence

authors

Ross Benes

Contributors

Nazmul Islam
Junior Forecasting Analyst
Nicole Perrin
Principal Analyst
Chuck Rawlings
Senior Researcher

Related Charts & Analysis

NBCU shines in Q2 earnings, but low Olympics ratings cast a shadow
Article
NBCU shines in Q2 earnings, but low Olympics ratings cast a shadow
Google beats ad growth expectations across search, YouTube, and Network
Article
Google beats ad growth expectations across search, YouTube, and Network
The Ad Platform: Bringing content signals to video ad impressions
Audio
The Ad Platform: Bringing content signals to video ad impressions
Netflix gaming, positive AVOD sentiment, and Peacock and Paramount might team up
Audio
Netflix gaming, positive AVOD sentiment, and Peacock and Paramount might team up
The Weekly Listen: Bills to limit Big Tech, short-form audio, and why we buy things
Audio
The Weekly Listen: Bills to limit Big Tech, short-form audio, and why we buy things
US Netflix subscribers have mixed feelings about an ad-supported tier
Article
US Netflix subscribers have mixed feelings about an ad-supported tier
The Ad Platform: What advertisers want from digital's fastest-growing media channels
Audio
The Ad Platform: What advertisers want from digital's fastest-growing media channels
There are more places for Story ads, but a spending plateau may be coming
Article
There are more places for Story ads, but a spending plateau may be coming
Roku’s upfront commitments soar as more advertisers pivot to CTV
Article
Roku’s upfront commitments soar as more advertisers pivot to CTV
YouTube ads shift to TV, Amazon's CTV business, and primetime ad rates for streaming
Audio
YouTube ads shift to TV, Amazon's CTV business, and primetime ad rates for streaming
Even Amazon wants in on the creator economy
Article
Even Amazon wants in on the creator economy
The Weekly Listen: Amazon's next act, Clubhouse vs. podcasts, and TV ads on consoles
Audio
The Weekly Listen: Amazon's next act, Clubhouse vs. podcasts, and TV ads on consoles
What strategies will make US TV viewers pay attention to ads?
Article
What strategies will make US TV viewers pay attention to ads?
Facebook's virtual reality ads, streaming vs. cable, and ads on Disney+ and Netflix
Audio
Facebook's virtual reality ads, streaming vs. cable, and ads on Disney+ and Netflix
How Americans are watching sports, upfronts takeaways, and Spanish language streaming
Audio
How Americans are watching sports, upfronts takeaways, and Spanish language streaming

Daily News

How TikTok’s monetization and product features changed in Q2 2021
Article
How TikTok’s monetization and product features changed in Q2 2021
US B2B display ad spending share is poised to blast past search ads
Article
US B2B display ad spending share is poised to blast past search ads
As Gen Zers enter adulthood, their anxieties are also maturing
Article
As Gen Zers enter adulthood, their anxieties are also maturing
US retail, CPG, and entertainment industries drive nearly 47% of all digital ad spending in 2021
Article
US retail, CPG, and entertainment industries drive nearly 47% of all digital ad spending in 2021
Multichannel ecommerce sales pick up speed over nonstore retailers
Article
Multichannel ecommerce sales pick up speed over nonstore retailers
The leading US grocery websites don’t belong to traditional grocers
Article
The leading US grocery websites don’t belong to traditional grocers
US B2B digital ad spend grows, becoming central part of B2B go-to-market strategy
Article
US B2B digital ad spend grows, becoming central part of B2B go-to-market strategy
More US consumers likely to continue shopping via ecommerce subscription models
Article
More US consumers likely to continue shopping via ecommerce subscription models
The Ad Platform: Bringing content signals to video ad impressions
Audio
The Ad Platform: Bringing content signals to video ad impressions
US hardware store sales continue building off of 2020 success
Article
US hardware store sales continue building off of 2020 success
Facebook's "metaverse" future, Facebook Pay expands, and Reels on Facebook's homepage
Audio
Facebook's "metaverse" future, Facebook Pay expands, and Reels on Facebook's homepage
Industry Voices: Spotlight on Boston Red Sox’s Adam Grossman
Video
Industry Voices: Spotlight on Boston Red Sox’s Adam Grossman
The Weekly Listen: Peacock's Olympics jolt, not annoying customers, and sports rights
Audio
The Weekly Listen: Peacock's Olympics jolt, not annoying customers, and sports rights
Is Alibaba losing its dominance in China?
Article
Is Alibaba losing its dominance in China?
Amazon fined heavily for violating GDPR by using unconsented data for ad targeting
Article
Amazon fined heavily for violating GDPR by using unconsented data for ad targeting

Latest Reports

The Co-Brand Credit Card Report
Report
The Co-Brand Credit Card Report
Sustainability in Ecommerce 2021
Report
Sustainability in Ecommerce 2021
US B2B Advertising Forecast 2021
Report
US B2B Advertising Forecast 2021
How High-Net-Worth Individuals Invest
Report
How High-Net-Worth Individuals Invest
Social Media Update Q2 2021
Report
Social Media Update Q2 2021
Consumer Attitudes Toward Digital Advertising 2021
Report
Consumer Attitudes Toward Digital Advertising 2021
Marketing with Stories 2021
Report
Marketing with Stories 2021
Amazon Delivers Healthcare
Report
Amazon Delivers Healthcare
Global Ecommerce Forecast 2021
Report
Global Ecommerce Forecast 2021
Banque Nationale Mobile App Spotlight 2021
Report
Banque Nationale Mobile App Spotlight 2021
Social Commerce Forecasts 2021
Report
Social Commerce Forecasts 2021
Q2 2021 Digital Video Trends
Report
Q2 2021 Digital Video Trends
Payment Facilitators
Report
Payment Facilitators
Account Opening in the Next Normal
Report
Account Opening in the Next Normal
US Sports Video 2021
Report
US Sports Video 2021

Popular on Insider Intelligence

US B2B Advertising Forecast 2021
Report
US B2B Advertising Forecast 2021
Sustainability in Ecommerce 2021
Report
Sustainability in Ecommerce 2021
How TikTok’s monetization and product features changed in Q2 2021
Article
How TikTok’s monetization and product features changed in Q2 2021
US B2B display ad spending share is poised to blast past search ads
Article
US B2B display ad spending share is poised to blast past search ads
As Gen Zers enter adulthood, their anxieties are also maturing
Article
As Gen Zers enter adulthood, their anxieties are also maturing
US retail, CPG, and entertainment industries drive nearly 47% of all digital ad spending in 2021
Article
US retail, CPG, and entertainment industries drive nearly 47% of all digital ad spending in 2021
Multichannel ecommerce sales pick up speed over nonstore retailers
Article
Multichannel ecommerce sales pick up speed over nonstore retailers
The leading US grocery websites don’t belong to traditional grocers
Article
The leading US grocery websites don’t belong to traditional grocers
The Co-Brand Credit Card Report
Report
The Co-Brand Credit Card Report
US B2B digital ad spend grows, becoming central part of B2B go-to-market strategy
Article
US B2B digital ad spend grows, becoming central part of B2B go-to-market strategy
More US consumers likely to continue shopping via ecommerce subscription models
Article
More US consumers likely to continue shopping via ecommerce subscription models
The Ad Platform: Bringing content signals to video ad impressions
Audio
The Ad Platform: Bringing content signals to video ad impressions
US hardware store sales continue building off of 2020 success
Article
US hardware store sales continue building off of 2020 success
Facebook's "metaverse" future, Facebook Pay expands, and Reels on Facebook's homepage
Audio
Facebook's "metaverse" future, Facebook Pay expands, and Reels on Facebook's homepage
Industry Voices: Spotlight on Boston Red Sox’s Adam Grossman
Video
Industry Voices: Spotlight on Boston Red Sox’s Adam Grossman

"Behind the Numbers" Podcast

How Twitter did in Q2, Super Follows’ potential, and can Clubhouse gather a second wind of Podcast Template
Audio
How Twitter did in Q2, Super Follows’ potential, and can Clubhouse gather a second wind of Podcast ...
How Twitter did in Q2, Super Follows’ potential, and can Clubhouse gather a second wind
Audio
How Twitter did in Q2, Super Follows’ potential, and can Clubhouse gather a second wind
Facebook's "metaverse" future, Facebook Pay expands, and Reels on Facebook's homepage
Audio
Facebook's "metaverse" future, Facebook Pay expands, and Reels on Facebook's homepage
Snapchat hits the gas, Gen X on social media, and Gen Z's relationship with influencers
Audio
Snapchat hits the gas, Gen X on social media, and Gen Z's relationship with influencers
The Weekly Listen: Peacock's Olympics jolt, not annoying customers, and sports rights
Audio
The Weekly Listen: Peacock's Olympics jolt, not annoying customers, and sports rights
Some brand new Q2 forecasts, NCAA brand deals, and is now the right time for OOH ads
Audio
Some brand new Q2 forecasts, NCAA brand deals, and is now the right time for OOH ads
The Ad Platform: Bringing content signals to video ad impressions
Audio
The Ad Platform: Bringing content signals to video ad impressions
Netflix gaming, positive AVOD sentiment, and Peacock and Paramount might team up
Audio
Netflix gaming, positive AVOD sentiment, and Peacock and Paramount might team up
Cryptocurrency 101: Why it's popular, why it's disliked, and which coins have a future
Audio
Cryptocurrency 101: Why it's popular, why it's disliked, and which coins have a future
The Weekly Listen: Bills to limit Big Tech, short-form audio, and why we buy things
Audio
The Weekly Listen: Bills to limit Big Tech, short-form audio, and why we buy things
Launching ecommerce during the pandemic, the fitting-room dilemma, and rental services
Audio
Launching ecommerce during the pandemic, the fitting-room dilemma, and rental services
The Ad Platform: What advertisers want from digital's fastest-growing media channels
Audio
The Ad Platform: What advertisers want from digital's fastest-growing media channels
New pandemic personas, in-store VR experiences, and 'buy now, Apple Pay Later'
Audio
New pandemic personas, in-store VR experiences, and 'buy now, Apple Pay Later'
Around the World with ... Social Media Moderation: Keeping marketers and influencers in check
Audio
Around the World with ... Social Media Moderation: Keeping marketers and influencers in check
The Weekly Listen: Digital habit myths, conversational commerce, and creator migration
Audio
The Weekly Listen: Digital habit myths, conversational commerce, and creator migration

Trending in United States

US B2B Advertising Forecast 2021
Report
US B2B Advertising Forecast 2021
Sustainability in Ecommerce 2021
Report
Sustainability in Ecommerce 2021
How TikTok’s monetization and product features changed in Q2 2021
Article
How TikTok’s monetization and product features changed in Q2 2021
US B2B display ad spending share is poised to blast past search ads
Article
US B2B display ad spending share is poised to blast past search ads
US retail, CPG, and entertainment industries drive nearly 47% of all digital ad spending in 2021
Article
US retail, CPG, and entertainment industries drive nearly 47% of all digital ad spending in 2021
As Gen Zers enter adulthood, their anxieties are also maturing
Article
As Gen Zers enter adulthood, their anxieties are also maturing
The leading US grocery websites don’t belong to traditional grocers
Article
The leading US grocery websites don’t belong to traditional grocers
Multichannel ecommerce sales pick up speed over nonstore retailers
Article
Multichannel ecommerce sales pick up speed over nonstore retailers
The Co-Brand Credit Card Report
Report
The Co-Brand Credit Card Report
US B2B digital ad spend grows, becoming central part of B2B go-to-market strategy
Article
US B2B digital ad spend grows, becoming central part of B2B go-to-market strategy
More US consumers likely to continue shopping via ecommerce subscription models
Article
More US consumers likely to continue shopping via ecommerce subscription models
The Ad Platform: Bringing content signals to video ad impressions
Audio
The Ad Platform: Bringing content signals to video ad impressions
US hardware store sales continue building off of 2020 success
Article
US hardware store sales continue building off of 2020 success
Industry Voices: Spotlight on Boston Red Sox’s Adam Grossman
Video
Industry Voices: Spotlight on Boston Red Sox’s Adam Grossman
The Weekly Listen: Peacock's Olympics jolt, not annoying customers, and sports rights
Audio
The Weekly Listen: Peacock's Olympics jolt, not annoying customers, and sports rights