Panelists: Beth Lawrence from The Weather Channel, Dave Pajeau from Comcast Spotlight, and Tracey Scheppach from Starcom MediaVest Group
(Maribel Ramos-Weiner). The prospects of advertising spending for tablet devices was one of the most exciting topics for advertising sales executives attending the discussion panel Through the looking glass: Advertising sales in a Multi-screen environment, at the past Cable Show.Panelists included Beth Lawrence, VP of Ad Sales of The Weather Channel; Tracey Scheppach, senior vice president and Video Innovation director of Starcom MediaVest Group; and Dave Pajeau, regional director of Sales and Advanced Media of Comcast Spotlight. They pointed out that in a year or two media buying will drastically change due to the dynamics of these devices.Scheppach indicated there will be opportunities for all devices, and the multi-screen environment will boost media consumption rather than reduce it. Scheppach was a strong tablet enthusiast: There are so many opportunities to connect to consumers through tablets. She added that about a 20% of the current audience consume content through these devices and are not being measured. This could be done quicker, she said, emphasizing the need for cross measurements.Lawrence said The Weather Channel uses cross promotion to carry out their clients solutions: TV, mobile, Internet and tablets.Scheppach pointed out that automotive advertisers are one of the early adopters of these multi-screen environments while film studios remain traditional.
