Advanced TV has become a buzzword, being used as a bucket term to capture everything changing about the television and streaming industries. Nicholas Hartofilis, evp of national video activation at Zenith Media, has a productive outlook on what he wants to see from the industry in the next decade.<\/p>\n

\u201cHave [advanced TV] be a complete choice in what targets we can apply, the ability to actually get to a point of true automation, going full end-to-end, and being able to do that at speed and scale. That\u2019s not where we before,\u201d Hartofilis tells Jon Watts, the co-founder and managing partner of MTM London at the Beet Retreat, a half-day Beet.TV event in New York hosted by Publicis Media.<\/p>\n

Right now, these capabilities aren\u2019t yet matured, except for data-driven linear, Hartofilis says, which has helped precision in planning and audience targeting and in getting more yield out of TV. \u201cWe just now need to get to that next phase, which is beyond planning,\u201d says Hartofilis.<\/p>\n

That\u2019s where Zenith\u2019s 2.0 phase comes in. After launching a precision TV service two years ago, returns have diminished as the industry has continued to evolve and the company is now expanding. \u201c[We\u2019re] getting to the point where with one lens you can see a much broader landscape, and starting to take it to the next level,\u201d says Hartofilis. That includes a focus on convergence \u2013 taking areas where companies are spending a lot of money and bringing them together in order to make the most of those investments.<\/p>\n

More convergence and collaboration will take shape in 2020, says Hartofilis, as companies leading transformation in the industry will need to work together instead of partake in a \u201cdata arms race.\u201d<\/p>\n

\u201cThere\u2019s definitely an arms race \u2013 there\u2019s a data arms race, an addressability hidden arms race going on right now and at the end of the day, we need to come together to be able to scale as all collective stakeholders to make sure that what we bring to market is right,\u201d he says.<\/p>\n

This video was produced at the\u00a0Beet Retreat leadership event<\/a>\u00a0hosted Publicis Media in New York. The event and video series is sponsored by FreeWheel and LiveRamp. For more videos from the event,\u00a0please visit this page<\/a>.\u00a0<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Advanced TV has become a buzzword, being used as a bucket term to capture everything changing about the television and streaming industries. Nicholas Hartofilis, evp of national video activation at Zenith Media, has a productive outlook on what he wants to see from the industry in the next decade. \u201cHave [advanced TV] be a complete […]<\/p>\n","protected":false},"author":21,"featured_media":63421,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[8180],"tags":[6147,8205],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63419"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=63419"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/63419\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/63421"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=63419"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=63419"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=63419"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}