FORT LAUDERDALE — By now, it is a common accepted standard. Pay-TV providers have access to two minutes per hour of ad time in local programming.

But what does the future look like, now that operators are lighting up household targeting for connected TV ads?

Those two minutes could either get longer, or be more efficiently used, a Beet Retreat panel concluded:

  • AT&T AdWorks ad sales VP Chris Monteferrante: “I think we’ve only just scratched the surface in terms of addressable and utilising the two minutes. Next year, you’ll probably see a 3x or 4x jump in terms of the number of advertisers coming on board and the dollars you’re gong to see them spend.”
  • Dish media sales VP Adam Gaynor: “There’s a lot more to do in those two minutes. The two minutes becomes a lot more when you start to slice and dice the spot to reach that right audience.”
  • Comcast Media 360 SVP Kevin Patrick Smith: “I don’t know who invented the two minutes. I don’t know if it’s the right amount. We’re also now getting access to their VOD inventory and IP digital video inventory.”
  • Cablevision Media Sales president Ben Tatta: “Twenty-five percent of those two minutes an hour that we get were unmeasured up until we rolled out census-level measurement. You can see the billions of dollars that are just sitting there.”

Media General chief revenue officer Jamie Elden also joined the conversation.

The panel was chaired by industry consultant Tim Hanlon

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.