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