Connected and internet delivered TV audiences will eclipse traditional pay TV within three years, according to video ad platform SpotX.

Ad dollars will quickly follow and as a result, programmatic budgets are set to surge from 2021, per the firm’s 2021 Global Video Advertising Trends report, which corrals insight from the likes of Acxiom, AMC Networks, CCI, Discovery, DISH Media, GroupM, Samsung Ads, The Trade Desk, TransUnion.

Key findings:

• The accelerated shift in viewing habits will hasten the development of a post-cable ecosystem.
• Ad spend is following these new consumer habits and will flow into OTT and CTV faster than expected.
• Device manufacturers have new opportunities to build their ad businesses, increase market share, and influence the viewer experience.
• With programmatic, addressable linear TV is ready for scale – and it’s happening: programmatic TV spend in the US alone is expected to reach $6.69 billion in 2021, up from $2.77 billion in 2019.
• Data-layered campaigns will continue to become more prevalent with an increased focus on accuracy and measurable opportunities.
• Expect a surge in programmatic guaranteed campaigns.
• Both the sell and buy sides will more thoroughly evaluate partners as supply and demand sides seek more resilient value chains. Expect further consolidation as a result.

“Our goal with the 2021 Global Video Advertising Trends report is to provide media owners, advertisers and TV manufacturers with the insights they need to position their marketing strategies, align investments, and capture growth in 2021 and beyond,” said Kelly McMahon, SVP, global operations at SpotX.  

See the report here.