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 consensus in which many now realize the reality of wholesale change is not yet imminent.

Ad agency SMG has already reported a tripling in client addressable TV business last year

And SMG’s director Steve Murtos says lots of clients finally “leaned in” after years of evangelizing.

“There’s more scale coming,” he tells Beet.TV in this video interview. “Primarily, it’s been MVPD-led inventory but we’re starting to see some other sources come online.

“As you see more inventory, you’re gonna see more of everything else. It allows us to be able to secure more budgets, there’s going to be more data available for us to continue to measure. so I think 2016 is going to be a big year.”

Last year, SMG launched 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.

But Murtos thinks the industry isn’t changing overnight. “I think we’re still maybe two, three years out before we’re, before it’s at scale,” he says. “There’s still a lot of confusion in the marketplace, too many players all trying to do the same thing. I think that’s going take a good two years to shake out.”

 

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.2