The global addressable TV sector is currently worth $56 billion and is forecast to grow by over 50% to $87 billion by 2027. A report by Ampere Analysis, in partnership with GroupM Nexus’s addressable TV solution Finecast and Microsoft Advertising, has also found that: An average of a sixth of advertisers’ video advertising budgets are currently being spent with addressable TV service providers. This is as high as a fifth in mature markets like the US, with all major industry categories represented among addressable TV advertisers. Both B2B and B2C marketers are using addressable TV to support performance marketing and brand-building objectives, targeting specific audience segments or geographies. Brands are using addressable TV to extend campaign reach beyond broadcast TV. [...]
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