US Programmatic Video 2022

How Marketers Are Embracing a Thriving Ad Channel

Report by Ross Benes  | Jan 26, 2022
Download
Report
Deck
Share
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)
E-Mail ChartDownload

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)

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download PPTX

 

 

 

 

 

 

 

 

 

 

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER

authors

Ross Benes

Contributors

Chuck Rawlings
Senior Researcher
Shelleen Shum
Senior Director, Forecasting

Latest Reports

The State of Payment Transaction Types
Report
The State of Payment Transaction Types
The 2024 Healthcare Consumer
Report
The 2024 Healthcare Consumer
Canada Mobile Banking Emerging Features Benchmark 2024​
Report
Canada Mobile Banking Emerging Features Benchmark 2024​
Canada Digital Ad Spending 2024
Report
Canada Digital Ad Spending 2024
Restaurant Digitization 2024
Report
Restaurant Digitization 2024
What Advertisers Can Learn From Privacy Industry Events 2024
Report
What Advertisers Can Learn From Privacy Industry Events 2024
Maximizing the Impact of B2B Event Marketing
Report
Maximizing the Impact of B2B Event Marketing
Bank Brand Safety on Social Media
Report
Bank Brand Safety on Social Media
US P&C Insurance Trends to Watch in 2024
Report
US P&C Insurance Trends to Watch in 2024
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Report
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
What Banks Need to Know About Gen Alpha
Report
What Banks Need to Know About Gen Alpha
The State of Influencer-Brand Deals 2024
Report
The State of Influencer-Brand Deals 2024
Ad Measurement Trends H1 2024
Report
Ad Measurement Trends H1 2024
Brand Safety 2024
Report
Brand Safety 2024

Popular on EMARKETER

Data Drop: 5 Charts on Netflix Advertising
Article
Data Drop: 5 Charts on Netflix Advertising
Google delays the end of cookies for a third time after regulator and industry pushback
Article
Google delays the end of cookies for a third time after regulator and industry pushback
Data Drop: 3 Things to Know About How Baby Boomers Use Tech
Article
Data Drop: 3 Things to Know About How Baby Boomers Use Tech
Canada Digital Ad Spending 2024
Report
Canada Digital Ad Spending 2024
Streaming service loyalty wanes as serial churning rises
Article
Streaming service loyalty wanes as serial churning rises
PubMatic and GroupM will offer cookieless ad inventory
Article
PubMatic and GroupM will offer cookieless ad inventory
TikTok launches Notes, but existential threats loom large
Article
TikTok launches Notes, but existential threats loom large
CPG recovery is uneven as cost pressures exacerbate market bifurcation
Article
CPG recovery is uneven as cost pressures exacerbate market bifurcation
Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
Article
Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
TikTok ban signed by President Biden, giving ByteDance 9 months to sell
Article
TikTok ban signed by President Biden, giving ByteDance 9 months to sell
Spotify comes out strong in Q1 but is still fishing for the next thing
Article
Spotify comes out strong in Q1 but is still fishing for the next thing
Google delays deprecation of third-party cookies once again
Article
Google delays deprecation of third-party cookies once again
Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital advertising
Article
Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital ...
Maximizing the Impact of B2B Event Marketing
Report
Maximizing the Impact of B2B Event Marketing
TikTok outperforms YouTube Shorts and Reels viewership
Article
TikTok outperforms YouTube Shorts and Reels viewership

Latest Forecasts

Total Media Ad Spending, UK
Forecasts
Total Media Ad Spending, UK
Desktop/Laptop Ad Spending, UK
Forecasts
Desktop/Laptop Ad Spending, UK
UK Nonmobile Ad Spending
Forecasts
UK Nonmobile Ad Spending
UK Amazon
Forecasts
UK Amazon
Digital Ad Spending, UK
Forecasts
Digital Ad Spending, UK
Out-of-Home Ad Spending, UK
Forecasts
Out-of-Home Ad Spending, UK
Retail Media Ad Spending, by Country
Forecasts
Retail Media Ad Spending, by Country
Display Ad Spending, UK
Forecasts
Display Ad Spending, UK
Video Ad Spending, UK
Forecasts
Video Ad Spending, UK
Retail Media Ad Spending, China
Forecasts
Retail Media Ad Spending, China
Ecommerce Channel Ad Spending, China
Forecasts
Ecommerce Channel Ad Spending, China
Traditional Media Ad Spending
Forecasts
Traditional Media Ad Spending
Total Media Ad Spending, China
Forecasts
Total Media Ad Spending, China
Digital Ad Spending, China
Forecasts
Digital Ad Spending, China
Display Ad Spending, China
Forecasts
Display Ad Spending, China

"Behind the Numbers" Podcast

Around the World: What Amazon’s “Just Walk Out” rollback tells us about the future of the in-store experience
Audio
Around the World: What Amazon’s “Just Walk Out” rollback tells us about the future of the in-store ...
The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social commerce's ceiling
Audio
The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social ...
The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its "Next Act" will be
Audio
The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its ...
Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
Audio
Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's measurement problem
Audio
The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's ...
The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the physical world
Audio
The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the ...
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
Audio
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
Audio
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
Audio
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
Audio
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
Audio
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
Audio
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
Audio
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
Audio
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
The Banking & Payments Show: The Crypto Renaissance
Audio
The Banking & Payments Show: The Crypto Renaissance