eMarketer forecasts that 59% of the $26.15 billion spent on US digital display ads this year will be transacted programmatically, but just 39% of US digital video ad dollars will be.
But, programmatic video advertising adoption continues to grow. By 2017, that portion will move closer to the broader average for programmatic activity (72%), accounting for 65%, or $7.43 billion, according to the report.
The firm also forecasts a triple-digit jump in US programmatic video ad spending in 2015 and further 84.5% increase in 2016.
Programmatic advertising, an automated, technology-driven method of buying and selling digital display advertising, is changing the game for both buyers and sellers who see the value in using it to reach screen-agnostic audiences. Of the US advertisers polled by Digiday in February 2015, just over two-thirds had purchased video ads programmatically.
"When it comes to video, programmatic from an inventory perspective is very different," said Rany Ng, product management director for display advertising at Google. "Just the sheer fact that there's scarcity in the market creates different dynamics, so we've seen many of our broadcasters and programmers becoming much more comfortable with participating in private marketplaces and striking private deals than they are with the open option."
eMarketer expects such issues will be resolved in the next 12 to 24 months. And it's not alone: the IAB recently named programmatic video buys a major engine of ad growth going forward.