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EMARKETER

US Programmatic Video 2022

How Marketers Are Embracing a Thriving Ad Channel

Report by Ross Benes  |  Jan 26, 2022
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Report
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Table of Contents
Executive Summary
How Big Is This Market?
How Did Our Forecast Change?
What Do These Trends Mean for Marketers?
Read Next
Sources
Media Gallery
About This Report
Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.
Topics
Programmatic Advertising
Connected TVs
Digital Video
United States
Table of Contents
Executive Summary
How Big Is This Market?
How Did Our Forecast Change?
What Do These Trends Mean for Marketers?
Read Next
Sources
Media Gallery

Executive Summary

Video advertising is increasingly being automated. As the volume of video ad dollars grows, advertisers are turning to programmatic for efficiency and scale. A bright future lies ahead for programmatic video.

How much money will be spent on programmatic video advertising?

In 2022, US advertisers will spend $62.96 billion on programmatic digital video, up from $52.17 billion in 2021.

Which device accounts for the most programmatic ad spending?

Mobile represents two-thirds of programmatic video advertising, but its share is declining as connected TV (CTV) earns more ad dollars.

How fast is programmatic CTV ad spend growing?

This year, programmatic CTV will increase by 39.2%, following an 82.4% increase in 2021.

What challenges could restrict programmatic video?

Programmatic video challenges include a lack of uniform standards, difficulty with cross-device measurement, and ad fraud.

WHAT’S IN THIS REPORT? An examination of trends, data, and strategies on how marketers are approaching programmatic video. Also, our latest programmatic video forecasts.

US Programmatic Video Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)
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KEY STAT: Video will account for over half of total programmatic digital display ad spending in 2022, up by over 4 percentage points from 2020.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

11charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. How Big Is This Market?
  3. How Did Our Forecast Change?
  1. What Do These Trends Mean for Marketers?
  2. Read Next
  3. Sources
  1. Media Gallery

Charts in This Report

US Programmatic Video Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)Share of US Programmatic Digital Display Ad Spending, by Device, 2019-2023 (% of total programmatic digital display ad spending)
US Connected TV (CTV) Programmatic Display Ad Spending, 2019-2023 (billions, % change, and % of total programmatic digital display ad spending)US Linear Programmatic TV Ad Spending, 2019-2023 (billions, % change, and % of TV ad spending)
How Has Our US Connected TV (CTV) Ad Spending Forecast Changed? (billions, 2019-2025)US Households Reachable via Programmatic Connected TV (CTV) Advertising, Q4 2019-Q2 2021 (% of total)
Leading Benefits vs. Challenges of Buying Connected TV (CTV) Inventory Programmatically According to US Agency/Marketing Professionals, May 2021 (% of respondents)Improvements Needed to Measure Video Ad Effectiveness According to US Agency/Marketing Professionals, April 2021 (% of respondents)
Challenges of Connected TV (CTV) Advertising According to US Brand Marketers and Agency Executives, April 2021 (% of respondents)Vulnerability of Video Formats to Ad Fraud/Brand Risk According to US Digital Media Professionals, 2021 & 2022 (% of respondents)
Tactics Publishers Worldwide Are Using to Scale the Delivery of Relevant Video to Their Audiences, May 2021 (% of respondents)

authors

Ross Benes

Contributors

Chuck Rawlings
Senior Researcher
Shelleen Shum
Senior Director, Forecasting
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