[Marketing Week] Bob Koigi: The market value of addressable advertising
The world is experiencing growing interest and adoption of addressable advertising as brands maximize reach and frequency of their target audiences across their full video investment.
A Deloitte Global study shows that the sector is expected to reach U.S $7.5 billion dollars globally this year. Addressability was also a key theme during the most recent TV upfront season.
Indications pointing to the growth of the sector have been supported by a recently released report by Go Addressable, an industry initiative created by television distributors to advance addressable advertising in conjunction with Advertiser Perceptions – that tracks the latest growth, adoption and usage of this medium.
The report, the second of a three-part research series, found that nearly two in three advertisers (67%) are incorporating addressable advertising in their media campaigns. This is a marked increase from the first study, conducted in October 2021, which found that only half of marketers were using the medium.
To tap into these new avenues of advertising, companies are entering into partnerships or launching new products. For example, Camelot Strategic Marketing & Media and Roku have announced that Camelot is the first agency to join a new certified partner program to use OneView to help small and medium-sized businesses (SMBs) accelerate investment in TV streaming advertising.
As an early adopter and first certified partner, Camelot will use the data, tech, and tools from America’s number 1 TV streaming platform* to make it easy for SMBs to grow their businesses and achieve their marketing goals.
At the same time, LG Ads Solutions, the connected TV and cross-screen advertising service, has announced three new executive appointments.
Joining the team are Tony Marlow as Global Chief Marketing Officer, Barbie Brewer as Global Head of Human Resources, and Edward Wale, as Vice President, Europe. The new appointments will help fuel continued business momentum amidst strong growth in the connected TV (CTV) advertising industry globally.
In partnerships, mergers and acquisitions space, Havas Group has acquired data-led creative specialist agency additive+ to enable clients to deliver more tailored and personalised content and advertising to their customers in real time.
additive+ will integrate into Havas Media Group (HMG) UK under the leadership of CEO Patrick Affleck.
iO, an agency that brings together strategy, creation, content, marketing, and technology to support clients in their communication and digital transformation, is expanding into new markets by acquiring Peytz & Co, one of Denmark’s digital agencies. Peytz & Co is a market-leading digital agency, highly specialised in creating tailor-made, reliable, and efficient development solutions for well-established Danish brands.
The move recognizes the importance of the UK as WPP’s home market and its second largest worldwide after the United States, and the ongoing simplification and integration of the company’s operations.
Jorrit Hermans got his start as a copywriter at LDV United and since then has held positions at leading creative agencies like RCA, Leo Burnett, and Havas Worldwide. Alongside this, he worked as a freelancer and manager of Quick Brown Foxes and Matilda.
This, as Strategic advisory firm MediaLink, a UTA company, made two key hires in Europe. Karl Weaver, an industry leader in building businesses across marketing, joins as Senior Vice President, Advisory, and Claire Charruau, a seasoned global executive in marketing and communications in the creative sector, joins as Vice President of Marketing, EMEA.
Elsewhere, AiAdvertising, Inc., a next-generation AdTech company focused on harnessing the power of artificial intelligence (AI) and machine learning (ML) to eliminate waste and maximize the return on digital ad spend, has announced a rebranding effort in response to accelerated company growth, including the launch of a new corporate website.
Finally, In line with its continued efforts to expand solutions in Europe, Mather Economics has announced the opening of its new office in Antwerp, Belgium on October 1, 2022.
The company has also welcomed Liesbeth Nizet, former Change Director B2C of Mediahuis group, as the new Managing Director of Mather’s European division.