Addressable linear TV is proving more popular with advertisers than other video formats like over-the-top/connected TV (OTT/CTV) and traditional linear TV. This is according to a global survey of agencies and marketers conducted by advertising platform Xandr.
On average across the five markets surveyed, 57% said they will spend more on addressable linear TV over the next 12 months. Xandr defines this as households viewing the same TV show but seeing different ads.
OTT/CTV advertising, when households or individuals view the same TV show but see different ads on a TV, computer, or mobile device, also proves popular....