Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

US Connected TV Advertising 2019

Ready for Primetime

Download
Share
About This Report
Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.
Table of Contents

Executive Summary

As the TV industry undergoes significant disruption, advertisers are spending more money on ads shown on internet-enabled connected TVs. For a variety of technical and business reasons, viewership has flocked to connected TV (CTV) platforms quicker than ad spending has. But advertiser investment in CTV is ramping up as more inventory becomes available.

How much will US advertisers spend on CTV?

We estimate that CTV ad spending in the US will reach $6.94 billion this year, and by 2021, it will total $10.81 billion.

What percentage of US connected TV ad dollars will transact programmatically?

In 2019, 50.6% of CTV ads will be bought or fulfilled programmatically, and that figure will increase to 59.4% in 2021, according to our estimates.

Which companies are making the most money from connected TV advertising?

YouTube ads shown on CTV devices will account for about 40% of US CTV ad spending this year. Hulu and Roku are the next largest recipients of CTV ad dollars, and together, they account for about 30% of CTV ad spending.

What are the biggest challenges advertisers face with connected TV?

The inventory is fragmented, making it difficult to measure and plan. Ad fraud and frequency capping are other serious concerns.

WHAT’S IN THIS REPORT? This report presents our inaugural US CTV ad spending forecast and discusses factors contributing to its growth in the near future.

KEY STAT: We estimate that US advertisers will spend $6.94 billion on CTV ads this year. By 2023, that figure will reach $14.12 billion.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

6charts

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

21expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. US Connected TV Ad Spending Forecast
  3. Connected TV Advertising Growth Drivers
  1. Challenges for Connected TV Advertising
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Dave Antonelli
Sling TV
Director, Media Group
Interviewed July 26, 2019
Ron Blevins
Marketing Architects
Vice President, Media
Interviewed August 8, 2019
Bill Condon
Xumo
Senior Vice President, Advertising Partnerships
Interviewed July 25, 2019
Jim D’Antoni
Dish Media
Director, National Media Sales
Interviewed April 24, 2019
Asaf Davidov
Hulu
Director, Ad Sales Research
Interviewed July 22, 2019
Katie Evans
Telaria
COO
Interviewed July 22, 2019
Mike Fisher
MediaMath
Vice President, Advanced TV and Video
Interviewed July 18, 2019
Tom Fochetta
Samsung Ads
Vice President, Advertising Sales and Operations
Interviewed August 5, 2019
David Gandler
fuboTV
Co-Founder, CEO
Interviewed August 1, 2019
Megan Jordan
Google
Managing Director, Global Partner and Content Solutions
Interviewed August 14, 2019
Sam Kang
Dollar Shave Club
Vice President, Media and Acquisition
Interviewed July 16, 2019
Allen Klosowski
SpotX
Senior Vice President, Advanced Solutions Group
Interviewed July 10, 2019
Jesse Math
ForwardPMX
Vice President, Paid Media, Paid Social Lead and Head of OTT
Interviewed July 18, 2019
Dave Morgan
Simulmedia
CEO
Interviewed July 24, 2019
Chad Mumm
Vox Media Studios
Senior Vice President, Head of Entertainment
Interviewed July 22, 2019
Marcus Pratt
Mediasmith
Vice President, Insights and Technology
Interviewed July 18, 2019
Mike Reidy
NBCUniversal
Senior Vice President, Digital Ad Sales
Interviewed July 22, 2019
Scott Rosenberg
Roku
Senior Vice President, General Manager, Platform Business
Interviewed July 22, 2019
Brad Stockton
Dentsu Aegis Network
Vice President, Video Innovation
Interviewed July 24, 2019
Andre Swanston
Tru Optik
Co-Founder, CEO
Interviewed July 25, 2019
John Thornton
Cars.com
Vice President, Growth Marketing
Interviewed July 23, 2019

authors

Ross Benes

Contributors

Paul Briggs
Senior Analyst
Gerard Broussard
Freelancer
Lauren Fisher
Principal Analyst
Eric Haggstrom
Forecasting Analyst
Chuck Rawlings
Researcher
Already have a subscription?Sign In

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

Become a Client