Video ad spending continues to grow, as does its share of total programmatic ad dollars. In 2022, eMarketer anticipates video will comprise over half (51.1 percent) of all programmatic display ad spending for the first time in the US.
In 2019, programmatic video ad spending reached $26.24 billion and accounted for 42.8 percent of total programmatic digital display ad spending. This year, programmatic video ad spending will reach $62.96 billion: a roughly $11 billion increase from 2021.
The amount of money US advertisers spend on digital video programmatic will exceed that of linear TV ad spending in 2023, according to eMarketer. About 90 percent of all digital video ad dollars will transact programmatically from now until 2025.
Fueling programmatic video ad spending is connected TV (CTV), which in 2022 will represent over 20 percent of total programmatic video ad spending and 10 percent of total programmatic digital display.
In 2019, CTV programmatic display ad spending reached $3.44 billion and accounted for 5.6 percent of total programmatic digital display ad spending. This year, CTV programmatic display ad spending will jump 39.2 percent from 2021 at $14.33 billion and will comprise 11.6 percent of total programmatic digital display ad spending.
EMarketer also forecasts programmatic will comprise 75 percent of US CTV display ad spending this year given it included YouTube—advertising for which is sold through automation—in its CTV definition.
