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Television Update Fall 2019

Advanced TV’s Progress in Addressable, Programmatic and CTV

About This Report
In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.
Table of Contents

Executive Summary

Demand for advanced TV advertising—including addressable, programmatic and connected TV (CTV)—continues to accelerate as viewers migrate across platforms and marketers look to improve ad effectiveness through precision targeting.

What new ad inventory sources will accelerate addressable TV ad spending?

Addressable TV is hot, attracting ad dollars of $2.00 billion in 2019 and reaching $3.49 billion in 2021, we estimate. Satisfying future addressable demand means finding new sources of ad inventory, beyond what multichannel video programming distributors (MVPDs) currently make available. The 15 minutes per hour of national TV ad time is a potential new addressable ad source, subject to business agreements between TV networks, MVPDs and smart TV makers. CTV is another option for expanding ad opportunities.

How much ad spending will programmatic TV get?

We estimate programmatic TV ad spending will reach $6.69 billion by 2021, more than doubling its current $2.77 billion level. Automation of TV buys on the front end is evident as buyers and sellers step up their use of demand-side platforms (DSPs) and supply-side platforms (SSPs). Meanwhile, automating the order management and stewardship steps of the transaction process is in a very early stage.

What ad planning and buying practices are in motion to inform CTV ad investment allocations?

Media agency TV investment groups use CTV to extend linear TV plans’ brand target reach while digital teams plot CTV performance strategies. In the future, traditional and digital TV strategists will likely work more closely to deploy strategies informed by planning systems that bridge the gap between linear and CTV viewing.

WHAT’S IN THIS REPORT? This report looks at growth estimates and the key drivers for addressable, programmatic TV buying and CTV.

KEY STAT: Addressable and programmatic TV spend is small but rapidly growing compared with flat ad dollars expected for traditional TV.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

13expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Addressable TV
  3. Programmatic TV
  4. Programmatic TV Ad Spend Outlook
  1. Connected TV Practices for Budgeting, Planning and Activating
  2. TV in the Media Mix
  3. Key Takeaways
  4. eMarketer Interviews
  1. Read Next
  2. Media Gallery

Interviewed for This Report

Julie Anson
Magna Global
Director, Strategic Investment, Advanced TV
Interviewed October 18, 2019
Mike Bologna
Interviewed October 1, 2019
Jason Brown
Chief Revenue Officer
Interviewed October 21, 2019
Andy Fisher
Senior Vice President, Product Strategy, M1
Interviewed October 24, 2019
Ronan Higgins
CEO and Founder
Interviewed October 15, 2019
Matthew Kramer
Omnicom Media Group
Managing Director, Advanced Advertising
Interviewed September 23, 2019
Chris LaHaise
Senior Manager, Product Marketing
Interviewed September 26, 2019
Jodie McAfee
Senior Vice President, Sales and Marketing
Interviewed September 27, 2019
Karine McMaster
Dentsu Aegis Network
Vice President, Director, Advanced Local Media
Interviewed November 5, 2019
Mark Mitchell
Chief Relationship Officer
Interviewed October 11, 2019
Dave Morgan
Founder and CEO
Interviewed October 11, 2019
Philip Smolin
Chief Strategy Officer
Interviewed September 5, 2019
Brad Stockton
Dentsu Aegis Network
Vice President, Video Innovation
Interviewed September 23, 2019


Gerard Broussard


Ross Benes
Senior Analyst
Lauren Fisher
Principal Analyst
Chuck Rawlings
Senior Researcher
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