US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic digital display ad spending. For the next few years, eMarketer expects the portion of programmatic spend that goes to video to remain steady.
Back in September 2018, eMarketer forecast that programmatic video would represent 48.7% of all US programmatic ad spending by 2020.
They revised their forecast upward due to growth in programmatic spending on connected TV, over-the-top (OTT) video and social video advertising.
eMarketer include the majority of social video in our definition of programmatic video because platforms like Facebook, Twitter and Snapchat allow advertisers to transact via programmatic direct ad manager tools.
They expect the combined programmatic video ad revenues of social networks today to account for roughly a third of total programmatic video ad spending. Much of this spend is being directed through mobile devices. Read the rest at eMarketer.