LONDON – Modi Media, the advanced TV unit of  WPP’s GroupM, will buy upfront inventory from Cablevision to deliver advertising in 2016 on an “addressable” or household level basis, says Modi’s CEO Mike Bologna in this interview with Beet.TV

Bologna expects the growth of addressable households in the U.S. will reach 50 million next year.   He says his agency will deliver addressable ads for some 70 advertisers in the year ahead.

While technology from the cable and satellite companies are driving this trend, there is a limited amount of inventory which can be “addressed.”  It is just two minutes out of every hour of cable programming.  But Bologna sees the eventual movement to inserting ads into national programming once carriage fees are renegotiated.

This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.