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Worldwide and U.S. Programmatic TV Advertising Forecast, 2015–2019

IDC Market Forecast Figure
Executive Summary
Advice for Technology Suppliers
Market Forecast
Worldwide and U.S. Programmatic TV Advertising Forecast, 2015–2019
Worldwide Markets
United States
Market Context
Programmatic TV Advertising
What Is Programmatic TV?
Workflow Automation and Advanced Audience Data
Auctions, Real-Time Bidding, and Addressability
Drivers and Inhibitors
Drivers
Advantages for Buyers
Advantages for Sellers
Inhibitors
Disadvantages for Sellers: Commoditization
Disadvantages for Sellers: Buyer's Market Versus Seller's Market
Significant Market Developments
Changes from Prior Forecast
Market Definition
Other Definitions
Methodology
Related Research

Worldwide and U.S. Programmatic TV Advertising Forecast, 2015–2019

This IDC study sizes and forecasts TV ad spend managed using programmatic technology in the United States, the United Kingdom, France, Germany, Russia, Japan, China, Korea, Brazil, and Mexico as well as in the regions and the world."For TV media owners, there is no future in which there is no programmatic," said Karsten Weide, IDC's VP of Media and Entertainment. "Media owners will be presented with challenges similar to those publishers in print have confronted over the past decade. Programmatic is the only way TV companies will be able to keep linear TV advertising competitive with digital video advertising."Follow Karsten Weide on Twitter at @karstenw.


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