US Connected TV Advertising 2019

Ready for Primetime

Executive Summary

As the TV industry undergoes significant disruption, advertisers are spending more money on ads shown on internet-enabled connected TVs. For a variety of technical and business reasons, viewership has flocked to connected TV (CTV) platforms quicker than ad spending has. But advertiser investment in CTV is ramping up as more inventory becomes available.

How much will US advertisers spend on CTV?

We estimate that CTV ad spending in the US will reach $6.94 billion this year, and by 2021, it will total $10.81 billion.

What percentage of US connected TV ad dollars will transact programmatically?

In 2019, 50.6% of CTV ads will be bought or fulfilled programmatically, and that figure will increase to 59.4% in 2021, according to our estimates.

Which companies are making the most money from connected TV advertising?

YouTube ads shown on CTV devices will account for about 40% of US CTV ad spending this year. Hulu and Roku are the next largest recipients of CTV ad dollars, and together, they account for about 30% of CTV ad spending.

What are the biggest challenges advertisers face with connected TV?

The inventory is fragmented, making it difficult to measure and plan. Ad fraud and frequency capping are other serious concerns.

WHAT’S IN THIS REPORT? This report presents our inaugural US CTV ad spending forecast and discusses factors contributing to its growth in the near future.

KEY STAT: We estimate that US advertisers will spend $6.94 billion on CTV ads this year. By 2023, that figure will reach $14.12 billion.

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Table of Contents

  1. Executive Summary
  2. US Connected TV Ad Spending Forecast
  3. Connected TV Advertising Growth Drivers
  1. Challenges for Connected TV Advertising
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Dave Antonelli
Sling TV
Director, Media Group
Interviewed July 26, 2019
Ron Blevins
Marketing Architects
Vice President, Media
Interviewed August 8, 2019
Bill Condon
Senior Vice President, Advertising Partnerships
Interviewed July 25, 2019
Jim D’Antoni
Dish Media
Director, National Media Sales
Interviewed April 24, 2019
Asaf Davidov
Director, Ad Sales Research
Interviewed July 22, 2019
Katie Evans
Interviewed July 22, 2019
Mike Fisher
Vice President, Advanced TV and Video
Interviewed July 18, 2019
Tom Fochetta
Samsung Ads
Vice President, Advertising Sales and Operations
Interviewed August 5, 2019
David Gandler
Co-Founder, CEO
Interviewed August 1, 2019
Megan Jordan
Managing Director, Global Partner and Content Solutions
Interviewed August 14, 2019
Sam Kang
Dollar Shave Club
Vice President, Media and Acquisition
Interviewed July 16, 2019
Allen Klosowski
Senior Vice President, Advanced Solutions Group
Interviewed July 10, 2019
Jesse Math
Vice President, Paid Media, Paid Social Lead and Head of OTT
Interviewed July 18, 2019
Dave Morgan
Interviewed July 24, 2019
Chad Mumm
Vox Media Studios
Senior Vice President, Head of Entertainment
Interviewed July 22, 2019
Marcus Pratt
Vice President, Insights and Technology
Interviewed July 18, 2019
Mike Reidy
Senior Vice President, Digital Ad Sales
Interviewed July 22, 2019
Scott Rosenberg
Senior Vice President, General Manager, Platform Business
Interviewed July 22, 2019
Brad Stockton
Dentsu Aegis Network
Vice President, Video Innovation
Interviewed July 24, 2019
Andre Swanston
Tru Optik
Co-Founder, CEO
Interviewed July 25, 2019
John Thornton
Vice President, Growth Marketing
Interviewed July 23, 2019

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Ross Benes


Paul Briggs
Senior Analyst
Gerard Broussard
Lauren Fisher
Principal Analyst
Eric Haggstrom
Forecasting Analyst
Chuck Rawlings

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