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Published   Rethink TV

Programmatic Advertising Forecast & Report 2017-2022

Where will it take the TV Industry?

Revenue Forecast 2017-2022

Last year was the first in which over 50% of all digital video ad dollars were transacted using programmatic technologies. Video ad spend is growing faster than any other ad format, while mobile video consumption is through the roof with some estimates saying it will increase more than 900% in the next five years.

Technologies like the DVR, and new approaches to video such as SVoD, sometimes containing no any advertising (Netflix), are combining with the modern skinny OTT bundle to set the advertising industry a genuine existential challenge. Survival is not a given.

Programmatic Advertising in video is seen as the White Knight, which will save many of the existing market leaders in the advertising market.

But how is this market divided and how can it be categorized?

Who are its leading players, what are their technologies and who are their competitors across this new landscape?

And how does programmatic advertising affect OTT pay TV, social media video, mobile video and delivery through connected TVs?

The answer to these questions and much more can be found in Rethink TV – Programmatic Advertising US Forecast & Report 2017-2022 which, over 25 pages, sets out to define and explain this growing sector of the advertising industry.

Download the report Executive Summary

This is a challenge for agencies, pay TV operators and broadcasters alike, who need to come to terms with it rapidly within a few years. Billions of dollars are at stake and the outcome in the US, will be the blueprint that the rest of the world will follow.

Rethink has forecast the next five years of Programmatic Video advertising activity and we anticipate a continued dramatic uptake.

Those first onboard the programmatic bandwagon will take the largest market share.

This is currently a landgrab market to see which software players can deliver which advertising inventory in the first instance, and then there will be a rush to consolidate these players into digital native groups like Google, Facebook and Verizon’s Oath, as well as from broadcasters and the major pay TV operators.

AT&T itself said recently that one of the biggest benefits of buying Time Warner will be to triple its advertising revenue, based on adding AT&T owned data to the mix to create a programmatic advertising dream.

We forecast that the market for programmatic video advertising in the US alone will reach more than $20 billion by 2022. And we have described the process across a landscape of OTT pay TV, social media video, mobile video and delivery through connected TVs. There will be some attempts at Programmatic for cable too during that time, but with a slower uptake.

How much does this report cost?

$925 for an individual license
$1,850 for a corporate license

Alternatively, this report comes free as part of the Rethink TV service 
which costs just $2,500 annually and comes with 100 operator profiles and a monthly forecast about an aspect of video technology.

Key Takeaways

Introduction

Programmatic TV is inevitable, but a long way away
– The 8 Key Trends in Programmatic Video Advertising

Programmatic Advertising Forecast
– US Programmatic video will reach $20.72 billion by 2022
* Figure 1: Bar chart showing programmatic ad spend and total video ad spend (in $billions) between 2017 and 2022.
* Figure 2: Table showing total video spend, programmatic video spend (in $billions), and percentage change, between 2017 and 2022.

– Mobile video
* Figure 3: Line graph showing US mobile programmatic ad spend and total mobile ad spend (in $billions) between 2017 and 2022.
* Figure 4: Table showing US programmatic video ad spend on mobile (in $billions) and percentage change, between 2017 and 2022

– Social video
* Figure 5: Table showing US programmatic video ad spend on social networks (in $billions) and percentage change, between 2017 and 2022

– Programmatic for traditional TV
* Figure 6: Bar graph showing programmatic TV ad spend (in $billions) as a percentage of TV budget, between 2017 and 2022.
* Figure 7: Table showing programmatic TV ad spend (in $billions) as a percentage of TV budget, and percentage change, between 2017 and 2022

– Broadcaster OTT, pay TV VoD and addressable TV
* Figure 8: Table showing online TV, VoD and PPV revenues (in $billions) and percentage change, between 2017 and 2022.

Relevant Programmatic Technology Vendors
– Demand Side Vendors
– Supply-side Vendors

Social Video Networks: Google’s Monopoly
– Google’s DoubleClick Bid Manager (DBM) and AdX
– Facebook
– Snapchat

Programmatic TV and connected TV vendors

Methodology

Glossary of Terms Used

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