Addressable advertising has become a “must-buy,” according to 38% of the advertisers surveyed by DirecTV Advertising, up from 27% in a similar survey a year ago.
The survey, conducted by Advertiser Perceptions, also found that 90% of those buying addressable advertising on multichannel video programming distributors (MVPDs, like DirecTV) or virtual MVPDs (like DirecTV Stream) said they will spend the same or more on addressable ads in 2024.
