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
Characteristic
Majority programmatic
Majority direct
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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 July 03, 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 July 03, 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: July 03, 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 July 03, 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/