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Addressable TV usage obstacles according to U.S. marketers 2017

Leading obstacles to using addressable TV advertising according to marketers in the United States as of March 2017

The data displays the leading obstacles to using addressable TV advertising according to marketers in the U.S. as of March 2017. During the early 2017 survey it was found that cost of using this channel was the top inhibitor to its adoption according to 49% of responding marketers.

Cost/price	49
Lack of scale/ inadequate reach	40
Low client adoption (agencies)	39
Industry reliance on traditional linear TV measurements	36
Confusion about how addressable TV advertising works/its benefits	32
Inadequate metrics/measurement	29
Not compatible with how we typically buy TV	27
Consumer privacy concerns	26
Lack of internal sources to implement	21
Low agency adoption (marketers)	15
Poor performance/ROI	14

Addressable TV usage obstacles according to U.S. marketers 2017

StatInvestor