Media execs at the TV of Tomorrow Intensive in NYC Monday were optimistic about a broader approach to cable advertising. Matt Bayer, assoc dir of video activation and emerging media platforms for Carat, said his company now operates under a "very holistic approach to video" with "truly integrated teams" and a singular contact for both TV and digital. Panelists agreed this represents quite a shift. Chris Faw, Time Warner Cable Media svp, operations, said the MSO is embracing a variety of delivery formats with the goal of a holistic media buy, he said. "We look at all these new formats as a way to augment the experience," he said. Of course managing the varied formats on the back end is tricky. Interestingly, "a lot of the forms of advertising have more in common with themselves" than they do with the traditional ad format, said Faw. "Television is the outlier," he said. Advertising gets truly dynamic after C3, he said. "The inventory starts to open up. You really do get that two-way communication. That type of advertising we’re used to on the digital side," he said. "It’s truly dynamic." Panelists were bullish on VOD as well. NBCU vp, advanced advertising Chris Falkner said monetization is critical. Although "the prior interaction was less advertiser-friendly than many of us wanted it to be," he said that must improve because the consumers are there. Are eyeballs enough, though? "We want to be wherever the consumer is," said Bayer, adding that VOD’s benefit is a lower ad load than linear TV after the 3rd day, which ultimately makes it a more engaging platform. "At the end of the day we just want to follow the consumer," he said.