At last week’s SHIFT // Programmatic Video & TV Ad Summit, Lauren Fisher, eMarketer’s principal analyst, kicked off the day sharing her forecasts for both programmatic video and programmatic TV ad spending in the U.S. Following her presentation, I interviewed Lauren and the audience asked a number of questions.
Overall, Lauren sees strong growth ahead for programmatic video, which will account for 76.5%, or over $13.4 billion of online video advertising by 2019. She’s particularly bullish about the role of mobile, which she sees growing to 60% of programmatic video by 2019. Lauren is also optimistic about connected TV’s opportunity, though she still see it as early in its development.
Programmatic TV is not nearly as far along, with Lauren forecasting $3.8 billion in spending by 2019, representing 5% of overall TV ad spending. Lauren also reduced her 2018 forecast to $2 billion, which is roughly half of what she forecast for 2018 when she presented at SHIFT 2016. We discuss all the reasons behind her revisions.
Watch the session video now!