Global Trends - US Market

Addressable Advertising is gaining momentum around the globe. In order to further explain its potential and the reason why VIDA was started in the first place, here are some very interesting trends from the most evolved market for the future of TV and addressable TV advertising, the United States:


  1. Connected TV (CTV) refers to any TV that can be connected to the Internet and access content beyond traditional cable offering. It has 45% share of all television consumption. Connected TV is the most common technology for providing addressable advertising capabilities. It also encompasses a huge growth of +44% year-on-year (YoY).
  2. Entering the era of Millennials, it is not unexpected to see that in the US Mobile has 24% share of all TV consumption with a +18% YoY growth. As mobile TV evolves and becomes more widely available, the subscriber is becoming even more sophisticated, adding couple of layers to their consumption complexity
  3. Understanding the evolution of the viewing behavior, it is no wonder that with the ability to target the Audience and not the shows, the Audience Targeted Campaigns are growing +56% YoY, which is now a quarter (25%) of all the TV advertising campaigns.
  4. Programmatic TV, which means automating the selling and buying with RTB (Real Time Bidding) of TV media space (the most evolved version of Addressable Advertising) is also getting traction in the US with its monetization at 16% share of total TV spend, with an exaggerating +43% YoY growth.


All of these insights from the US are showing us that addressable advertising is proving its potential and value in 2019 and is going to do so even more in the future.


Stay tuned for more insights.