Video will account for almost half of programmatic ad spend this year. US marketers will spend $29.24 billion on programmatic video this year, which accounts for 49.2% of all US programmatic display spend. For the next few years, we expect the portion of programmatic spend that goes to video to stay steady.
Video accounts for about half of programmatic spend in the US. And this spring, we revised our programmatic video forecast upward due to growth in spend on channels like connected TV. Programmatic video dollars allocated to mobile devices edge out dollars given to desktop, laptop or connected TV only slightly this year. Mobile’s share of programmatic video will peak in 2020 at 53.9%.