FORT LAUDERDALE — This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a\u00a0US TV industry that is worth circa $75 billion.<\/p>\n
“There\u2019s two parts to scaleability with addressable:,” says Invision<\/a> CEO Steve Marshall, whose company helps deliver ads to “addressable” TV sets:<\/p>\n Marshall claims to be “very bullish on the ability to do both” but he thinks they won’t happen at the same time.<\/span><\/p>\n “2015 was the year when the addressable model was proven,” he adds. “Now, scaling the revenue\u2026 over the next two to three years, you will see significant increases\u00a0<\/span>They\u2019ve really just scratched the surface of the inventory. MVPDs have only lit up a small percentage of their two minutes per hour.”<\/span><\/p>\n This video was produced at the\u00a0Beet.TV executive retreat<\/span><\/a>\u00a0presented by Videology with Adobe, AT&T AdWorks and Nielsen.<\/em><\/p>\n\n