Go Addressable, the trade organization advancing addressable TV advertising, has announced new supporting members and released research revealing the increasing influence of addressable advertising in the 2025 TV Upfronts. The latest data indicates a rising number of advertisers are prioritizing addressable TV in their media strategies.
Highlights and Subtopics:
- Growing Importance of Addressable TV:
- Over 50% of buyers expect addressable TV to play a bigger role in 2025 Upfront negotiations compared to last year.
- 80% of advertisers are currently using or plan to use addressable TV ads in 2025, marking steady growth.
- Addressable Table of Elements:
- Developed in partnership with Evan Shapīro, this resource maps the companies supporting 69.5 million unduplicated households within the Go Addressable footprint.
- The table highlights a diverse range of addressable inventory sources with a focus on deterministic data for superior targeting.
- New Supporting Members:
- Adobe, Ampersand, Basis Technologies, Hearst Television, INVIDI Technologies, and iSpot join existing founding members like AMC Networks, Comcast Advertising, and DIRECTV Advertising.
- These additions strengthen Go Addressable’s industry leadership and collaborative efforts.
- Industry Leaders’ Perspectives:
- Tim Myers, Executive Director, emphasizes the growing support and effectiveness of addressable TV advertising.
- Michael Kubin of INVIDI Technologies highlights the importance of scalable and effective addressable TV solutions.
- Byron Valverde from iSpot underlines addressable TV’s precision targeting and cross-platform measurement capabilities.
- April Weeks of Basis Technologies stresses the need to overcome market fragmentation through data, transparency, and automation.
- Upcoming Industry Event:
- Go Addressable’s second annual TV Upfronts Brunch will take place on May 15th in New York.
- The event aims to educate brands and buyers on addressable-first media strategies with participation from Comcast Advertising, Dentsu, DIRECTV Advertising, DISH Media, and other thought leaders.
As addressable TV advertising continues to grow in scale and importance, Go Addressable’s expanding membership and strategic initiatives are pivotal in educating the market and fostering collaboration. Their efforts ensure that addressable TV remains a key part of advertisers’ media planning and activation strategies in 2025 and beyond.
