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.

US programmatic display ad spending was up more than 10% in 2020 despite the pandemic-induced recession and will rebound this year as advertisers continue shifting budgets to flexible, measurable media.

Almost all digital display advertising is transacted programmatically now—but that doesn't mean programmatic isn't still evolving. Gila Wilensky, president, US at programmatic media firm Xaxis, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what Xaxis is expecting for the next 10 years of programmatic advertising, including how AI will continue to evolve in the space, how addressability and measurability will change post-cookie, and what the maturation of ecommerce means for digital advertising.

Why it matters: CTV will be a top-priority venue for advertisers this year, with over half (54%) of US digital media professionals naming it a leading priority for 2021, per an October 2020 survey by Integral Ad Science. We estimate that US CTV ad spend will grow even faster this year than last, up 48.6% year over year (YoY) to $13.41 billion. What to look out for: Roku is first up today.

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

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.

Display ad spending in the US will rise by 5.5% this year, despite the pandemic. This report outlines our complete estimates of digital display ad spending, including breakouts by format, transaction method, industry, major ad sellers and more.

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.

Hulu will account for just under one-fourth (24.2%) of US CTV ad spending this year, and its share of net US CTV ad spending will remain larger than that of either YouTube or Roku through the end of our forecast period in 2022. However, we expect Hulu’s share to decline over that time frame, while both YouTube and Roku will capture larger slices of CTV ad outlays over the next few years.

Programmatic ad spending will reach $59.45 billion in 2019, accounting for 84.9% of the US digital display ad market. This report looks at the trends driving investment to $81.00 billion by 2021, breaking it down by transaction type, format and device.