Chart of the Day: Programmatic priorities

US advertisers are pulling money from linear TV to increase programmatic CTV spend [Insider Intelligence]( [Chart of the Day]( of the Day]( Charts. News. Analysis MAY 31, 2024 [US advertisers are pulling money from linear TV to increase programmatic CTV spend]( [US advertisers are pulling money from linear TV to increase programmatic CTV spend]( Key stat: 43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV ([CTV]( advertising, per November 2023 data from Proximic. Beyond the chart: - US [linear TV]( ad spend will decline by 13.3% next year, while CTV ad spend will increase by 13.3%, according to our forecast. (2024 is an outlier for linear TV due to increased ad spend from the election and Olympics.) - [Programmatic]( advertising will account for 84.2% of the $32.09 billion going toward US CTV video ad spend in 2025, per our forecast. - [CTV is considered a “must-buy”]( for 69% of advertisers, according to a March 2024 study from the Interactive Advertising Bureau (IAB) and Advertiser Perceptions and Guideline. Use this chart: - Adjust advertising budgets. - Determine ways to invest more in programmatic CTV. [Read online]( More like this: - [Programmatic digital display ad spend will grow three times as fast as nonprogrammatic in 2024]( - [5 recent charts forecasting how ad spend is changing, from retail media to programmatic]( - [Cookie deprecation won’t change advertisers’ preferred transaction methods]( - [CTV ad dollars are going to waste—advertisers need to know where their money is going]( More Chart of the Day: - 5/30 - [Gen Z goes long]( - 5/29 - [The early birds get back to school]( - 5/28 - [Where loyalties lie]( - 5/24 - [Connected shopping]( - 5/23 - [Holiday preview]( EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more, that our clients utilize to add credibility to their strategy presentations and demand generation messaging. See more [charts](. Was this email forwarded to you? Sign up [here](. Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](