Programmatic Connected TV and OTT Video Advertising: Automation, Audience Attracts Digital and TV Ad Buyers - eMarketer
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Programmatic Connected TV and OTT Video Advertising: Automation, Audience Attracts Digital and TV Ad Buyers

eMarketer Report

By: eMarketer

Published: November 30, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

As TV viewers continue to spend more time watching video content via connected TVs and over-the-top (OTT) video services, advertisers want to make sure that they’re there, too. While programmatic access to such inventory is the exception today, it will ramp up over the next 12 to 24 months.

  • Digital video advertisers are turning to connected TV and OTT to extend their audience reach even further in the digital realm. However, early adopters are finding that pairing digital data with connected TV and OTT ads isn’t a simple plug-and-play exercise. Those hoping to benchmark connected TV and OTT performance against standard digital video advertising metrics are also finding this a complex task.
  • Traditional TV advertisers are also eyeing connected TV and OTT as a means of recouping audiences lost to digital streaming. Here again, buyers must navigate differences in how audiences are guaranteed, targeted and measured.
  • Much of the connected TV and OTT inventory that’s available programmatically must be accessed direct, from either connected TV device manufacturers or the OTT service providers themselves. More inventory is likely within the next two years, but scale may still be a factor if the ecosystem remains as fragmented as it is today.

"By 2021, eMarketer predicts that about 200 million US consumers will use a connected TV and OTT video service at least once per month."

Table of Contents

Programmatic’s Current Place in the Connected TV and OTT Landscape

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Accessing Programmatic Connected TV and OTT Inventory

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Programmatic Connected TV and OTT in Practice

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Technical Difficulties: Five Areas in Need of Improvement

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4 charts are included in the full report:

Programmatic Connected TV and OTT Video Advertising: Automation, Audience Attracts Digital and TV Ad Buyers

US Over-the-Top (OTT) Video Service Users* and Connected TV Users**, 2017-2021 (millions and % of internet users)

Programmatic’s Current Place in the Connected TV and OTT Landscape

US Over-the-Top (OTT) Video Service Users* and Connected TV Users**, 2017-2021 (millions and % of internet users)

Current vs. Anticipated* Percent of Digital Video Ad Spending Allocated to Programmatic According to US Agency and Marketing Decision-Makers, Feb 2017 (% of respondents)

Accessing Programmatic Connected TV and OTT Inventory

US Connected TV Users, by Device, 2016-2021 (millions)

OTT

US Over-the-Top (OTT) Video Service Users, by Service Provider, 2016-2021