Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

Addressable and programmatic TV ad spending continues to rise as the TV industry undergoes technological change.

Addressable and Programmatic TV Keep Growing. In May, we updated our forecasts for US linear addressable and linear programmatic TV ad spending. Linear addressable is growing steadily and will near $4 billion in spending by the end of 2023; that’s about double its pre-pandemic levels. While linear addressable is growing, its ceiling is limited.

Ad strategies for the linear TV to streaming migration. How retail media networks will reshape the digital ad ecosystem. What you need to know amid Apple's changes in privacy settings and heightened scrutiny of the potentially harmful effects of these platforms. External factors that could impact your digital ad plans, like supply chain disruptions, inflation, and market fragmentation. Presenters:.

Linear TV has long been the foundation of successful TV media political advertising campaigns. Yet, over the last several years, the TV landscape has exploded—so much so that the very definition of TV itself has changed. The TV medium now traverses all screens. Therein lies a powerful, growing opportunity for all political marketers.

We updated our linear addressable and linear programmatic TV ad spending estimates. What to look for in Q3 2021:. Updated digital video ad spending forecasts. Since our last quarterly video report, we updated several forecasts related to TV and digital video advertising, which we’ll recap in the following sections. Upfront TV Advertising.

Trend: Addressable Is a Bright Spot on the TV Dial. Linear TV advertising is no longer a growth industry, but the addressable portion is. We expect US linear addressable ad spending to reach $4.22 billion in 2023, up from $2.85 billion in 2021.

Roku is helping Shopify merchants deploy CTV ad campaigns: The move will increase the total addressable market of Roku’s ad platform, while also increasing accessibility for SMBs.

With Linear TV, Spending Is Growing Fastest in Areas that Enable the Most Targeting. Advanced linear TV offers many targeting benefits over traditionally executed linear TV advertising. Linear TV advertising has peaked but is still a nearly $66 billion business. Through 2015, linear TV was the largest ad medium in the US, to be eclipsed by digital in 2016.

CTV advertising appeals to advertisers because it serves the same need as linear TV advertising but is more addressable—at least for now. CTV ad spending is happening via programmatic pathways more frequently. Programmatic share of CTV video ad spending will increase from 74.7% this year to 78.7% in 2023.

Addressable channels continue to grow. The growth of addressable channels, like addressable TV and in-location display advertising, presents an expanding opportunity for marketers to deliver personalized content. But it also adds complexity to efforts to capture additional data and coordinate messaging across an expanding array of channels. Back-end data affects the customer experience.

Before the pandemic, linear addressable TV ad spending was soaring in the US, with annual growth rates of 50.7% in 2018 and 36.5% in 2019. But that spending increased by just 7.3% in 2020, amid advertising budget cuts in the TV industry.

Trend 3: Addressable is a bright spot on the TV dial. Linear TV advertising is no longer a growth sector, but the addressable portion is. We expect US linear addressable ad spending to reach $4.22 billion in 2023, up from $2.85 billion in 2021.

In fact, the same core issues like low sample size, cross-platform measurement of linear, CTV, addressable, etc. exist in myriad microcosms nationwide.

COVID-19 has dampened 2020 TV advertising—however, data-driven linear (DDL) and addressable TV stand ready to scale as economic conditions eventually return to normal.