Programmatic Video Ad Spending, by Device [October 2016]

Hey marketing evangelists,

Only a few days left till the US presidential election. And it’s a great time to review some interesting trends in Programmatic Ad spend so far.

For the upcoming election, almost 1.1Billion USD were spent on digital advertising in 2015-16 compared to only 160Million USD in the 2012 election period. (That’s a 687% increase!) No doubt that Mobile took a big portion of the budget cake.  

 Political Ad Spending by Format:

Video and Programmatic are definitely among the leaders in ad spend and will continue to rule digital in the coming years. Advertisers as well as Publishers are already gearing up for next year.

Much has been written about Mobile Video and we saw the 2016 increase in mobile ad spending. What will be interesting to see is the next focus for advertisers and the shift towards Mobile at the expense of Desktop. In the graph below, we can see that for next year roughly 55% of Video programmatic spending will be on mobile, while in 2016 it was only 45% – this will be the first year that Mobile Video will overpower Desktop Video.

Programmatic Video Ad Spending:

It will be interesting to follow up on how mobile video ad spending will affect desktop budgets next year and what will be the evolution of mobile programmatic buying.

If you have any questions, please feel free to reach me at: alex.l@matomy

For more info on Matomy's Programmatic offering please feel free to visit www.matomy.com