FORT LAUDERDALE — Although the advertising industry spent last year assessing ad tech vendor claims that addressable TV was ready for prime-time, things seemed to have settled in to a\u00a0consensus in which many now realize the reality of wholesale change is not yet imminent.<\/p>\n
Ad agency SMG has already reported a tripling<\/a> in client addressable TV business\u00a0last year<\/p>\n And\u00a0SMG’s director Steve Murtos says lots of clients finally “leaned in” after years of evangelizing.<\/p>\n “There\u2019s more scale coming,” he tells Beet.TV in this video interview. “Primarily, it\u2019s been MVPD-led inventory but we\u2019re starting to see some other sources come online.<\/p>\n “As you see more inventory, you\u2019re gonna see more of everything else. It allows us to be able to secure more budgets, there\u2019s going to\u00a0be more data available for us to continue to measure. so I think 2016 is going to be a big year.”<\/p>\n Last year, SMG\u00a0launched<\/a> SMG Maps TV, an addressable TV measurement product that it says links addressable TV ad exposure to brand location visits,in partnership with PlaceIQ and Acxiom.<\/p>\n But Murtos thinks the industry isn’t changing overnight.\u00a0“I think we\u2019re still maybe two, three years out before we\u2019re, before it\u2019s at scale,” he says. “There\u2019s still a lot of confusion in the marketplace, too many players all trying to do the same thing. I think that\u2019s going\u00a0take a good two years to shake out.”<\/p>\n <\/p>\n This video was produced at the<\/i>\u00a0Beet.TV executive retreat<\/i><\/u><\/a>\u00a0presented by Videology with Adobe, AT&T AdWorks and Nielsen.<\/i><\/p>\n