Video takes the lead as non-video programmatic ad spend slows

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Key stat: US programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase, according to our forecast.

Beyond the chart:

• Last year was the first time programmatic video surpassed non-video ad spend in the US, according to our data. Programmatic video ad spend reached $64.17 billion, while non-video programmatic ad spend actually decreased slightly to $58.14 billion.
• Connected TV is the primary driver behind the shift toward video programmatic ad spend.
• Most US programmatic video ad spend will go to mobile this year, representing 63.5% of the category’s total spend, according to our forecast.
• Social video is also a significant driver of programmatic video ad spend. Driven by platforms like TikTok, social video will grow 12.5% to make up 41.5% of all video ad spend this year, per our forecast.

Use this chart:

• Emphasize the importance of programmatic video for advertisers.
• Adjust programmatic video and non-video ad budgets.

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• Gen Zers are in charge on social media

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