Considering the vast majority of video consumption, for instance, still takes place on TV, how much should marketers actually put behind tablet campaigns or other projects? For the most part, the
panelists agreed spending is mostly still at the experimental level. For Coldwell Banker, the appeal of tablets is not only as a new ad platform but a new way for people to handle real estate
transactions. He points to the prospect of an app that could take users through the home buying process from initial search to closing a deal. MediaCom's Sloan Broderick also suggests the tablet has
value as a convergence play because of its portability, helping to make media in TV or other formats become stickier. Research has shown people are already using tablets while watching TV to browse
related show content or look at other material.
