VAB, the voice of the video advertising industry, released An Insider’s Look: Why Agencies and Brand Marketers Are Shifting to Audience-Based TV Buying, an in-depth, 40-plus page report published in collaboration with Spectrum Reach.

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Advertiser Perceptions was commissioned to survey over 200 marketers on their behaviors, plans and expectations related to audience-based buying (ABB).

“The TV advertising landscape is at an inflection point, with audience-based buying set to take over,” said Danielle Delauro, Executive Vice President, VAB. “Our research shows that as advertisers were seeking new ways of planning, buying and measuring ROI due to the business impact of COVID, many turned to audience-based buying—which is now being increasingly embraced and continuing to gain momentum.”

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Among key takeaways:

• Most marketers are currently using audience-based buying: 92% of marketers say they are adopting ABB to at least some degree.
• Marketers believe in the business impact: 71% of large brand marketers say ABB can be extremely or very impactful on creating incremental reach.
• The future is bright: 94% of small brand marketers, 90% of large brand marketers, 89% of small agencies and 85% large agencies believe that, over the next three years, the industry will significantly shift to audience-based buying.