Commercial Break. We'll be right back



Watching ESPN on my iPad has led to extreme agitation and frustration, because I can't see the commercials. Yes, you heard correctly - ads are a key role in my experience.  With my changed viewing context, broadcasters, advertisers and brands need to tackle new insights in order to meet my needs.

Self  Determination
Context:  I've chosen to watch ESPN Football via my iPad app
Insight: I'm enjoying the novelty and the complete control to watch it on my terms
Need: Acknowledge me 

Hyper-Attention
Context: The screen is c. 12 inches from my face, I'm not doing anything else
Insight:  I want to be entertained, I'm open to a message  
Need: Stimulate me, entertain me

Inertia and Anticipation
Context: Exiting the app is a hassle, and I don't know when the game will will restart
Insight: I feel a bit stuck, I don't want to miss the next play, I guess i will just wait for you
Need: Entertain me, reassure me

Okay so on ocassions  you get a ticker..........or a static graphic....




 Stop Press: Read more here where it was reported in April that ESPN would have the technology in August ready to serve ads ....on the iPad

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#YearInReview - Brand Curious: most read posts of 2010

 In case you missed some of them,  here are your favourite posts this year:

  1. a review of the must have social media marketing book Wikipedia + Mentor + Superpower = #micromktg
  2. My unshakable relationship with a coffee brand Loyalty beyond reason = Nespresso
  3. Product innovation of the year candidate ?? Free #Summermash IPhone Bumper
  4. The catwalk comes to the nappy (diaper) category the war of nappies
  5. A simple and effective brand refresh  How to refresh brand equity without alienating your audience
  6. Comeback brand of the year  How #oldspice rescued 30' ads
  7. The best Christmas ad bar none this year Hyundai vs #Pamplamoose = outlandish soundclash
  8. A must read marketing rant The trouble with swatting flies
  9. Delightful US (football) world cup coverage ESPN world cup so far so good
  10. Hmmm.... already out of date Twitter tips ! Twitter 101 smart twips and top links