Posts for 'eMarketer'

eMarketer’s latest data reveals that in 2024, 20 million more viewers will consume live sports on streaming than on pay-TV. With a number of marquee games shifting to streaming ahead (notably NBA to Amazon and Peacock), streaming is poised for more gains. eMarketer forecasts that in 2027 over 127 million viewers will consume live sports on streaming vs. just 75 million for pay-TV.

As we explore, the traditional notion of “sports as a firewall” against cord-cutting is becoming more ambiguous. In some cases sports-oriented TV networks are further blurring the lines. A good example we discuss is The Tennis Channel’s new initiative to include a live feed of its linear network in its Tennis Channel+ streaming service. It’s the first time tennis fans will be able to directly access the linear network.


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The following video was recorded at VideoNuze’s Connected TV Advertising PREVIEW: 2024 virtual on February 28, 2024.

CTV Advertising in 2024: $30 Billion and Robust Growth Ahead
eMarketer forecasts CTV advertising to grow 22% in 2024 to over $30 billion in the U.S. alone. In this opening presentation, learn what's driving this growth, which companies are gaining the most, and what's ahead in the next several years.

Ross Benes - Senior Analyst, eMarketer

The following session was recorded at VideoNuze's Connected TV Advertising PREVIEW: 2022 virtual conference on January 27, 2022.

Inside eMarketer’s CTV Forecast: $34.5 Billion by 2025

Learn all the details of eMarketer’s forecast of $34.5 billion in CTV ad revenue by 2025.

- Ross Benes – Senior Analyst, eMarketer (presenter)
- Will Richmond – Editor and Publisher, VideoNuze (interviewer)

Happy New Year!

Recently, eMarketer forecasted Connected TV (CTV) advertising will increase from approximately $7 billion in 2019 to over $14 billion in 2023. The forecast gained a lot of attention in the closing weeks of 2019 as CTV came into focus as one of the industry’s most important themes in 2020. To learn more and get behind the numbers, I recently interviewed eMarketer video analyst Ross Benes who was responsible for the forecast. A lightly edited transcript follows.

(Reminder, for a deeper dive, check out VideoNuze’s Connected TV Advertising Summit on June 11th in NYC)

VideoNuze: eMarketer recently released a forecast showing CTV ad revenues increasing from approximately $7 billion in 2019 to over $14 billion in 2023. What are the key contributors to this rapid growth?

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Yesterday eMarketer shared its U.S. advertising forecast for 2019, predicting that digital ads will account for $129.3 billion or 54.3% of spending, while traditional ads will drop to 45.8% of the market. eMarketer said it’s the first time digital will surpass  traditional in share of market.

Digital has been on a trajectory for years to achieve this milestone, so in a sense there’s no major surprise here. What is a surprise is the outsized role that Amazon is playing in both growing the digital ad market and taking a bigger slice of it - and how quickly this has happened.

eMarketer believes that in 2019 Amazon will take nearly 9% of digital ad spending, chiseling into Google’s and Facebook’s (the “duopoly”) combined share which stood at 60% in 2018 but is forecast to drop to 59.3% in 2019. eMarketer cites Amazon’s “shoppers’ behavioral data for targeting and provides access to purchase data in real time” which was previously only available to advertisers/agencies through retail partners.

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At last week’s SHIFT // Programmatic Video & TV Ad Summit, Lauren Fisher, eMarketer’s principal analyst, kicked off the day sharing her forecasts for both programmatic video and programmatic TV ad spending in the U.S. Following her presentation, I interviewed Lauren and the audience asked a number of questions.

Overall, Lauren sees strong growth ahead for programmatic video, which will account for 76.5%, or over $13.4 billion of online video advertising by 2019. She’s particularly bullish about the role of mobile, which she sees growing to 60% of programmatic video by 2019. Lauren is also optimistic about connected TV’s opportunity, though she still see it as early in its development.

Programmatic TV is not nearly as far along, with Lauren forecasting $3.8 billion in spending by 2019, representing 5% of overall TV ad spending. Lauren also reduced her 2018 forecast to $2 billion, which is roughly half of what she forecast for 2018 when she presented at SHIFT 2016. We discuss all the reasons behind her revisions.

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At last week’s SHIFT // 2016 Programmatic Video & TV Ad Summit, we were privileged to have Lauren Fisher, senior analyst at eMarketer, kick off the day by presenting details behind her forecast that programmatic video and TV ad spending will hit $15 billion in 2018, more than doubling from 2016’s estimated $7 billion.

In her 15-minute presentation, Lauren highlighted the critical roles of data, targeting, audience fragmentation, mobile and connected TVs in driving programmatic video & TV ad spending forward. Below is the video of her presentation, and her slides are available here.

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I'm pleased to present the 311th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

First up this week we discuss NBCU’s announcement on Wednesday that it will allow select advertisers and agencies to buy ads programmatically in its linear TV networks. It’s another important step in advertising becoming more data-infused and targeted, though as I explained, it’s not yet a full-blown programmatic offering like we’ve seen in video and display. Colin and I dig into the details.

We then turn to new research on connected TV adoption and forecasts. Colin details findings from 3 different sources, which differ from one another. We attempt to reconcile them, although not fully successfully. Regardless, connected TVs remain one of the pivotal areas of online video, providing access to high-quality long-form content in the living room.

Listen now to learn more!

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According to eMarketer’s latest forecast, by 2017, programmatic will account for 65%, or $7.43 billion, of total online video ad spending of $11.4 billion.

eMarketer has also increased it forecast of programmatic’s share of online video spending in 2015 and 2016. For 2015, eMarketer is now estimating 39%, or $2.91 billion, of online video advertising will be done programmatically (vs. the prior forecast of 28% or $2.18 billion). For 2016, eMarketer is now estimating 56%, or $5.37 billion, of online video advertising will be done programmatically (vs. the prior forecast of 40% or $3.84 billion).

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It's no secret that smartphones and tablets are now nearly ubiquitous, and that more and more video is being consumed on them. For example, Ooyala recently said that 34% of all video plays were on mobile devices in Q4 '14, which was up from 6% just 2 years prior. Meanwhile, YouTube's CEO said last Fall that 50% of its views are on mobile and its head of content said about its product development focus, "It's all mobile, mobile, mobile."

All that mobile video usage is now starting to heavily impact how video is created and monetized. While mobile video has always been shorter-form than desktop, a key creative influence over the past year has been Facebook's insertion of audio-off autoplay video in users' news feeds. Last week Fortune provided a lot of context for what's behind Facebook's 4 billion views per month. Then, in an insightful post, Newsbound's Josh Kalven pointed out how audio-off is leading content creators to adopt readable video formats.

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According to a new eMarketer forecast, in 2014 YouTube will account for 18.9% of the U.S. online video ad market, down from 21.2% in 2013. Still, YouTube will see a healthy 39.2% year-over-year net video ad revenue increase, from $810 million in '13 to $1.13 billion in '14. eMarketer forecasts YouTube's U.S. video ad revenue to continue growing, by 34.2% in '15 to $1.51 billion and by a further 18.3% in '16 to $1.75 billion.

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At last month's Video Ad Summit, mobile video was a big topic of conversation. Kicking off the day, eMarketer's principal analyst, David Hallerman, walked the audience through his firm's online video ad forecast, including the mobile component, which it estimates will quadruple to $5.44 billion by 2018, over 44% of of total online video ad spending (the full forecast is available for complimentary download here).

Later in the day, Jim Spencer, president and founder of Newsy (an ad-supported mobile video news app acquired earlier this year by E.W. Scripps) led a spirited panel on how media and technology companies are keeping up with mobile video's surging adoption. Joining him on the session were Ashish Chordia (founder & CEO, Alphonso), Jason Krebs (head of sales, Maker Studios), Rebecca Paoletti (CEO and co-founder, CakeWorks LLC) and Canaan Schladale-Zink (VP, Sales North America, Sizmek).

Videos of each of the sessions follow below.

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eMarketer is forecasting that mobile video advertising will nearly quadruple in size from $1.44 billion in 2014 to $5.44 billion in 2018. The forecast is part of eMarketer's new "US Mobile Video Advertising 2014" report which eMarketer is offering for exclusive, complimentary download to VideoNuze readers.  

At last week's VideoNuze Online Video Ad Summit, eMarketer's Principal Analyst David Hallerman previewed some of the data in his opening presentation. The session was video-recorded and will be available soon. In the meantime, Beet.tv interviewed David at the Ad Summit and I've embedded the video below.

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At the recent VideoNuze 2012 Online Video Advertising Summit, eMarketer's principal analyst David Hallerman presented data on the state of the online video advertising market. While bullish about its prospects for growth, one of David's clear message was that TV advertising isn't going away any time soon, and in fact the growth of ad dollars TV will experience over the next 5 years will actually be greater than online video's.

In David's presentation, he explains the key factors he believes will hinder or help online video's growth. No surprise, one of the most important is unified measurement. Overall, David sees online video advertising as being complimentary to TV advertising. At the end of the session I join him on stage for 10 minutes of Q&A.

Note: David's slides are available for download here.

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