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 US TV industry that is worth circa $75 billion.

“There’s two parts to scaleability with addressable:,” says Invision CEO Steve Marshall, whose company helps deliver ads to “addressable” TV sets:

  1. “There’s the technology, being able to scale the backend technology to serve more ads in more commercial breaks.”
  2. “Then there’s scaling the revenue.”

Marshall claims to be “very bullish on the ability to do both” but he thinks they won’t happen at the same time.

“2015 was the year when the addressable model was proven,” he adds. “Now, scaling the revenue… over the next two to three years, you will see significant increases They’ve really just scratched the surface of the inventory. MVPDs have only lit up a small percentage of their two minutes per hour.”

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

You can find more videos from the Beet Retreat on this page.