Programmatic TV is the future: Here’s how to capitalize on the opportunityRory Jones
All TV will eventually be bought programmatically
Five percent of all TV ad spend in the US will be programmatic by 2019, according to research by eMarketer. Though modest-sounding, that’s an extremely rapid expansion from $640 million in 2016 to the $3.8 billion it is expected to become.
Research by PWC predicts that programmatic TV will represent approximately a third of global TV ad revenue by 2021, whereas a study by Videology states the consensus among industry experts to be closer to more than half by that date.
Regardless of exactly when, it seems inevitable that all TV inventory will eventually be purchased programmatically. And, considering the example of programmatic display’s incredibly rapid growth, we should expect this to happen sooner rather than later.