The near 50-50 split of spending is an indicator of how eager buyers and sellers have become to capitalize on video advertising in any and all forms,” eMarketer principal analyst Lauren Fisher said. "And it also speaks to how quickly both sides have embraced programmatic as the primary method for buying and selling these ads."

Back in September 2018, we forecast that programmatic video would represent 48.7% of all US programmatic ad spending by 2020. We revised our forecast upward due to growth in programmatic spending on connected TV, over-the-top (OTT) video and social video advertising.

We include the majority of social video in our definition of programmatic video because platforms like Facebook, Twitter and Snapchat allow advertisers to transact via programmatic direct ad manager tools. We expect the combined programmatic video ad revenues of social networks today to account for roughly a third of total programmatic video ad spending. Much of this spend is being directed through mobile devices.

Within programmatic video, dollars allocated to mobile devices edge out dollars given to desktop, laptop or connected TV only slightly this year. Mobile’s share of programmatic video will peak in 2020 at 53.9%. By 2021, that share will dip, as ad buyers ramp up investments in areas such as connected TV.

Sourced through Scoop.it from: www.emarketer.com