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.

Why it matters

Addressable TV and OTT/CTV advertising has proven attractive to advertisers as they allow for targeted campaigns and better frequency management. However, key challenges exist, including a fragmented landscape, audiences watching across multiple devices and the impact of tighter data privacy rules.

Takeaways

• On average, 57% of advertising execs said they will spend more on addressable linear TV over the next...