Programmatic TV spending to increase to $10bn by 2019 | M&M Global

Programmatic TV spending to increase to $10bn by 2019

Programmatic TV is expected to represent nearly a fifth of advertisers’ broadcast budgets by 2019, according to new research by IPG Mediabrands insights unit Magna Global.

In its latest study, Magna Global predicts that $10bn will be spent on programmatic TV in the US by the end of the decade, representing 17% of the total. The current total is estimated at $2.5bn, or 4%.

Magna Global interprets programmatic TV as all spending transacted through a technology platform rather than a traditional insertion order.

“It’s nascent and can only grow from here,” said Vincent Letang, executive vice president, director of global forecasting, at Magna Global, according to Ad Age.

“TV, and other electronic media such as digital out-of-home, can use some of the technologies and data used by digital media formats to develop programmatic/automated trading, audience buying and advanced targeting.”

The report added: “While the majority [of programmatic TV spend] is audience-buying right now, household addressable is rapidly increasing and will become a significant portion of the total in the near future.”

Earlier this year, Mondelez International teamed up with video ad buying platform TubeMogul to roll out what it claimed to be the first programmatically-purchased Super Bowl TV ads.

SpotXchange APAC boss Matt Von der Muhll: TV industry faces ‘steep learning curve’ over programmatic

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