"One could argue we're already there where CTV is concerned. According to the IAB's annual Digital Video Ad Spend and Strategy report, CTV was already 75% programmatically transacted as of last year, and is now up to 85%. Meanwhile, over on the sell side, Jamie Power, SVP of addressable sales at Disney, shared during an earlier fireside chat that she expects 75% of Disney's inventory to be transacted programmatically by 2027."
"2. Future fact: The average US household will be exposed to 5,000 ad-supported video impressions per month, up from 3,000 this year. Cynical? Maybe. But even if this prediction comes true, it doesn't necessarily mean we'll be seeing an increase in ad load. As OMD Chief Media Officer Ben Hovaness said on the panel, YouTube's skippable six-second bumpers offer convincing proof that a larger number of shorter-length impressions can be just as profitable (if not more so) than fewer but longer ads."
More than 75% of TV and video ad impressions are expected to be traded programmatically by 2030. Connected TV already reached roughly 75–85% programmatic transacting, and major sellers like Disney expect three-quarters of their inventory to be programmatic within a few years. Direct sales will likely remain for sports, live news and major tentpole events, while lower-rated content will shift to automated buying. The average US household is projected to see about 5,000 ad-supported video impressions per month, up from 3,000, and many shorter, skippable impressions can match or exceed the profitability of longer ads.
Read at AdExchanger
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