SAN FRANCISCO –  Television is the next big thing where video is naturally migrating, says Doron Wesly, head of market strategy for digital ad tech company Tremor Video.

“It’s where the connected TV is still very much in its infancy,” he says. “But we know there’s a huge audience there.”

Americans are streaming an average 12 hours of television per week, he says.

When it comes to programmatic, Wesly says people in the digital space have become accustomed to it, whereas in the television industry, there is still a lot of confusion.

“For the TV space, I think programmatic is still very new and something that still has to take shape,” he says.

“TV of tomorrow is today, and we need to address it now.”

We spoke with Wesly at The TV of Tomorrow Show 2014 in San Francisco. You can view more Beet.TV coverage of TVOT here.