During a November 2023 survey carried out among advertising decision-markers at brands, agencies and publishers who oversaw programmatic in the United States, 57 percent of respondents stated that the majority of their connected TV (CTV) spending would be programmatic. On the other hand, 12 percent said the majority would be invested directly.
Share of advertisers who expected the majority of their spending on selected channels would be programmatic or direct in the United States in 2024
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Other statistics that may interest you Programmatic advertising in the United States
Overview
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- Premium Statistic Programmatic ad spend growth in the U.S. 2018-2027
- Premium Statistic Digital ad spend in the U.S. 2023, by purchase method
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- Premium Statistic Change in programmatic ad budgets in the U.S. 2024
- Premium Statistic Cookie-based vs cookieless programmatic ad buys in the U.S. 2023, by industry
- Premium Statistic Share of MFA sites in programmatic market worldwide 2023
- Premium Statistic Leading sell-side platforms on iOS in the U.S. & Canada 2023
Display & video
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- Premium Statistic Programmatic display ad spending in the U.S. 2018-2024
- Premium Statistic Share of programmatic in display ad spend in the U.S. 2018-2024
- Premium Statistic Programmatic ad spend in the U.S. 2013-2023, by device
- Premium Statistic Walled garden programmatic display advertising spending in the U.S. 2021-2025
- Premium Statistic Programmatic digital video ad views growth in the U.S. 2021-2022
- Premium Statistic Programmatic digital video ad views in the U.S. 2022-2023, by device
- Premium Statistic Premium digital video ad views in the U.S. 2021-2023, by transaction type
Connected TV
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- Premium Statistic CTV ad spend in the U.S. 2019-2027
- Premium Statistic CTV ad views in the U.S. 2020-2022, by device
- Premium Statistic CTV ad spend share in the U.S. 2020-2024, by company
- Premium Statistic Shift of media budgets to OTT/CTV in the U.S. 2023, by medium
- Premium Statistic Reasons for shifting ad spend to CTV/OTT in the U.S. 2023
- Premium Statistic Connected TV programmatic advertising household reach in the U.S. 2022
- Premium Statistic Leading CTV advertising challenges in the U.S. 2023
- Premium Statistic Top obstacles preventing CTV ad spending in the U.S. 2023
Digital out-of-home
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- Premium Statistic Share of U.S. marketers including or intending to add prDOOH to media plans 2023
- Premium Statistic Top methods for purchasing DOOH campaigns according to marketers in the U.S. 2023
- Premium Statistic Share of programmatic OOH spending in the U.S. H2 2023, by transaction category
- Premium Statistic Distribution of programmatic OOH spending in the U.S. H2 2023, by advertiser category
- Premium Statistic Distribution of programmatic OOH spending in the U.S. H2 2023, by asset category
- Premium Statistic Top sources for marketers' planned increase in prDOOH ad spending in the U.S. 2023
- Premium Statistic Attributes of OOH, DOOH, and prDOOH ads according to marketers in the U.S. 2023
- Premium Statistic Distribution of prDOOH campaigns in the U.S. 2023, by target market
Marketer insights
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- Premium Statistic Frequency of serving wrong creative to wrong consumer in the U.S. 2023
- Premium Statistic Media developing the most innovative opportunities for advertisers in the U.S. 2022
- Premium Statistic Most popular B2C marketing direct response channels in the U.S. 2021
- Premium Statistic Types of 3rd party data used in digital ad campaigns in North America 2022
- Premium Statistic Factors influencing the choice of 3rd-party data provider in North America 2022
- Premium Statistic Challenges advertisers faced when reaching target audiences in the U.S. 2022
- Premium Statistic Change in contextual data use among U.S. marketers 2023
- Premium Statistic Importance of AI use in programmatic advertising in the U.S. 2023, by stakeholder
Further related statistics
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- Italy: yoy percentage change in digital advertising companies turnover 2015-2017
- Italy: use of data management platforms among advertisers 2018
- Perception of programmatic advertising among advertisers in Norway 2017, by statement
- Italy: relationship between media agencies and advertisers 2018
- Marketing agencies in North America: popularity of media vendor rebates 2015
- Marketing agencies in North America: disclosing media vendor rebates 2015
- Ecuador: programmatic ad spend 2012-2021, by format
- Puerto Rico: programmatic ad spend 2016-2021
- Ecuador: programmatic ad spend 2012-2021, by deal
- Data sources used for programmatic campaigns in Europe 2022
- Argentina: programmatic ad CTR 2018
- Forecast on market share of programmatic video advertising in Germany 2012-2020
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- Industry revenue of “media buying agencies“ in California 2012-2024
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Statistics
- Italy: yoy percentage change in digital advertising companies turnover 2015-2017
- Italy: use of data management platforms among advertisers 2018
- Perception of programmatic advertising among advertisers in Norway 2017, by statement
- Italy: relationship between media agencies and advertisers 2018
- Marketing agencies in North America: popularity of media vendor rebates 2015
- Marketing agencies in North America: disclosing media vendor rebates 2015
- Ecuador: programmatic ad spend 2012-2021, by format
- Puerto Rico: programmatic ad spend 2016-2021
- Ecuador: programmatic ad spend 2012-2021, by deal
- Data sources used for programmatic campaigns in Europe 2022
- Argentina: programmatic ad CTR 2018
- Forecast on market share of programmatic video advertising in Germany 2012-2020
- Challenges of programmatic purchasing of advertising in Finland in 2015
- Industry revenue of “media buying agencies“ in New Jersey 2012-2024
- Industry revenue of “media buying agencies“ in Texas 2012-2024
- Industry revenue of “media buying agencies“ in Ohio 2012-2024
- Industry revenue of “media buying agencies“ in California 2012-2024
MarketingCharts. (February 6, 2024). Share of advertisers who expected the majority of their spending on selected channels would be programmatic or direct in the United States in 2024 [Graph]. In Statista. Retrieved June 01, 2024, from https://www.statista.com/statistics/679119/programmatic-buying-agencies-usa/
MarketingCharts. "Share of advertisers who expected the majority of their spending on selected channels would be programmatic or direct in the United States in 2024." Chart. February 6, 2024. Statista. Accessed June 01, 2024. https://www.statista.com/statistics/679119/programmatic-buying-agencies-usa/
MarketingCharts. (2024). Share of advertisers who expected the majority of their spending on selected channels would be programmatic or direct in the United States in 2024. Statista. Statista Inc.. Accessed: June 01, 2024. https://www.statista.com/statistics/679119/programmatic-buying-agencies-usa/
MarketingCharts. "Share of Advertisers Who Expected The Majority of Their Spending on Selected Channels Would Be Programmatic or Direct in The United States in 2024." Statista, Statista Inc., 6 Feb 2024, https://www.statista.com/statistics/679119/programmatic-buying-agencies-usa/
MarketingCharts, Share of advertisers who expected the majority of their spending on selected channels would be programmatic or direct in the United States in 2024 Statista, https://www.statista.com/statistics/679119/programmatic-buying-agencies-usa/ (last visited June 01, 2024)
Share of advertisers who expected the majority of their spending on selected channels would be programmatic or direct in the United States in 2024 [Graph], MarketingCharts, February 6, 2024. [Online]. Available: https://www.statista.com/statistics/679119/programmatic-buying-agencies-usa/