US Programmatic Video 2022

How Marketers Are Embracing a Thriving Ad Channel

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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.
Table of Contents

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.

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.

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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

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authors

Ross Benes

Contributors

Chuck Rawlings
Senior Researcher
Shelleen Shum
Senior Director, Forecasting