2016 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 forecast and explain why programmatic video advertising will reach more than $20 billion in the US alone by 2022.
Billions of dollars are at stake. The outcome in the US will be the blueprint that the rest of the world will follow.
Those first onboard the programmatic bandwagon will take the largest market share.
The report describes the process across a landscape of OTT pay TV, social media video, mobile video and delivery through connected TVs; and attempts at Programmatic for cable too during that time, but with a slower uptake.