Programmatic Advertising Beyond Display

Automation Moves to Audio, Out-of-Home and Television

About This Report
Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.

Executive Summary

US advertisers will spend more than $47 billion buying digital display ads programmatically this year. And now, programmatic is starting to take hold for audio, out-of-home and television advertising as well.

  • Which nondisplay channels do ad buyers want to access programmatically? Television, out-of-home (OOH) and digital audio. For some, it’s about streamlining the increasingly complicated buying process for these traditional channels. For many, it’s about leveraging greater audience targeting and ad measurement capabilities to be more targeted with these reach vehicles.
  • Where does programmatic audio stand today? For those already primed on programmatic, audio is a natural next frontier for extending one’s holistic audience view. Measurement remains murky as buyers work to bridge the digital and physical worlds and move off clickthroughs and views, which are meaningless for audio.
  • What about programmatic and OOH advertising? Traditional OOH advertisers see programmatic as a way to simplify an increasingly complicated ad buying process. It’s also being applied to digital out-of-home (DOOH). Brands coming straight from digital often lack the necessary creative assets and struggle to shift from digital’s one-to-one audience metrics to OOH’s one-to-many.
  • What’s holding programmatic TV back? We predict just 2.5% of all US linear TV ad spending, or $1.75 billion, will flow via programmatic channels this year. By 2020, programmatic will account for 6.8% of all linear TV ad dollars, or $4.73 billion. Interest is there, but the infrastructure and legacy ways of transacting a $70 billion industry are keeping programmatic buying from skyrocketing in the next 24 months.

WHAT’S IN THIS REPORT? This report looks at the shift to programmatic advertising within digital audio, OOH and TV advertising. It highlights the considerations for audience, ad creative and measurement media buyers should know as they move ahead with programmatic in each of these areas.

KEY STAT: By 2020, nearly $5 billion in TV ad spending will transact via automated means.


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.

27expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Why Programmatic?
  3. Programmatic and Audio
  4. Programmatic and OOH
  1. Programmatic and TV
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Gawain Owen
Director, UK Digital Strategy
Interviewed August 2, 2018
Matt Prohaska
Prohaska Consulting
CEO and Principal
Interviewed July 26, 2018
Amanda Betsold
Vice President, Head of Programmatic
Interviewed July 31, 2018
Hardeep Bindra, MD
DSP Product Management
Interviewed August 2, 2018
Sid Bhatia
Product Marketing Manager
Interviewed September 4, 2018
Lorne Brown
Interviewed July 26, 2018
Jason Burke
Vice President, Strategy
Interviewed July 11, 2018
Ian Dallimore
Lamar Advertising Company
Director, Digital Innovation and Sales Strategy
Interviewed September 6, 2018
Laurane Delcroix
Senior Vice President, Sales, North America
Interviewed September 11, 2018
David Dworin
FreeWheel, A Comcast Company
Vice President, Advisory Services
Interviewed September 4, 2018
Kym Frank
Interviewed September 13, 2018
Stephen Freitas
Outdoor Advertising Association of America
Interviewed November 8, 2018
Damian Garbaccio
Executive Vice President, Nielsen Marketing Cloud
Interviewed August 16, 2018
Walt Horstman
Senior Vice President and General Manager, Advanced Media and Advertising
Interviewed August 6, 2018
David Kovall
Vice President, Digital Partnerships
Interviewed August 2, 2018
Amanda Martin
Goodway Group
Director, Enterprise Partnerships
Interviewed August 2, 2018
Eric Mathewson
Founder and CEO
Interviewed July 26, 2018
Ramsey McGrory
Chief Revenue Officer
Interviewed July 31, 2018
Michael Provenzano
Vistar Media
CEO and Co-Founder
Interviewed August 1, 2018
Jeremy Randol
Vice President, Programmatic Sales Strategy
Interviewed August 3, 2018
Sharmilan Rayer
Vice President, Audience and Programmatic Platforms
Interviewed July 27, 2018
Wade Rifkin
Clear Channel Outdoor
Senior Vice President, Programmatic
Interviewed September 4, 2018
Taylor Schreiner
Director, Adobe Digital Insights
Interviewed August 2, 2018
Jon Schulz
Interviewed August 14, 2018
Tim Sims
The Trade Desk
Senior Vice President, Inventory Partnerships
Interviewed August 16, 2018
Eric Spielman
Chive Media Group
Chief Strategy Officer
Interviewed September 6, 2018
Alexis van de Wyer
Interviewed September 9, 2018


Lauren Fisher


Caroline Cakebread
Junior Analyst
Bill Fisher
Senior Analyst
Nicole Perrin
Principal Analyst
Tracy Tang
Senior Researcher
Paul Verna
VP, Multimedia

"Behind the Numbers" Podcast