Programmatic ad spending will account for 93.6% of total UK display ad spending this year, or £7.90 billion ($10.09 billion). Open exchanges, though, will account for a diminishing proportion of that total; spend declined 2.4% in 2020.

For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

During a year where investments in most advertising channels shrunk or stalled, connected TV ad spending is poised to keep growing.

In this Meet the Analyst Webinar, eMarketer’s senior analyst Ross Benes, and forecasting analyst Eric Haggstrom presented our latest CTV ad spending forecast for the US and discussed the challenges advertisers face with this medium.

Programmatic ad spending will account for 90.0% of total UK digital display ad spend this year, or £5.81 billion ($7.75 billion). Of that proportion, programmatic direct will make up 65.5%, with social media spend underpinning that figure.

Programmatic transparency has come a long way in recent years, with many supply-side platforms (SSPs) now offering an interface for buyers to get log-level data. Amanda Martin, vice president of enterprise partnerships at Goodway Group, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss why buyers are interested in this information, what is still making it difficult to understand and execute on, and her hopes for the future of transparency.

Programmatic fees will account for a slightly falling share of nonsocial programmatic spending over time as advertisers, publishers, and their partners continue looking for efficiencies.

Programmatic direct will continue accounting for the lion’s share of UK programmatic ad spending through 2021 and beyond, but PMP surpassed open exchange spending for the first time in 2020. Historically, open exchanges have been the predominant way to trade real-time bidding (RTB) inventory.

Out-of-home ad spending was the hardest-hit ad sector during 2020, according to our estimates. Lingering concerns about crowded public spaces will potentially drag on the sector for years.

Advertiser demand for video impressions has always outstripped supply, but supply has gotten a big boost as consumers started adopting streaming video viewing in larger numbers—especially on CTV devices—and more of those impressions have been made available programmatically.

Connected TV (CTV) and other forms of OTT video were an advertising bright spot despite last year's recession. Alison Levin, vice president of global ad revenue and marketing solutions at Roku, joins eMarketer principal analyst Nicole Perrin and forecasting analyst at Insider Intelligence Eric Haggstrom to discuss what advertisers want from CTV, how they're accessing OTT video inventory, and where ad-supported video-on-demand (AVOD) fits into the 2021 media ecosystem.