2-Contextual Consumption

“If we did not have online organizing tools, it would be much harder to be where we are now.” Chris Hughes, Founder of Facebook | New York Times, 7 July 2008

“One of my fundamental beliefs from my days as a community organizer is that real change comes from the bottom up…and there’s no more powerful tool for grassroots organizing than the Internet.” Barack Obama, Democratic Presidential Nominee | New York Times, 7 July 2008

“DVR penetration is at 25 percent now, and you can’t just ignore it.” John Moore, Senior VP, mediaHUB | Wall St. Journal, 30 May 2008

“We aren’t trying to erode print systems, but give publishers another way to redistribute their content…It gives readers what they want in media formats they are increasingly using, such as iPhone, iPod, PCs.” | Richard Maggiotto, CEO, Zinio | USA Today, 28 May 2008

“Digital versions of magazines are a far superior reading experience in that the website is endless. There are billions of pages, where you can drift on tangents stemming from each story.” Bo Sacks, Publisher, Precision Media Group | USA Today, 28 May 2008

“It’s a cost-efficient way to get an issue to a subscriber who wants it immediately”. Peter Winn, Diretor, Consumer Marketing, Bonnier | USA Today, 28 May 2008

“Now some entrepreneurs have stepped forward with a technology to solve the problem. They are equipping billboards with tiny cameras that gather details about the passers-by-their gender, approximate age and how long they looked at a billboard. These details are transmitted to a central database.” Stephanie Clifford, journalist | International Herald Tribune, 31 June 2008

“Everything we do is completely anonymous.” Paolo Prandoni, Founder Quividi | International Herald Tribune, 31 June 2008

“I didn’t see that at all, to be honest…That’s disturbing. I would say it’s arguably an invasion of one’s privacy.” Sam Cocks, Attorney | International Herald Tribune, 31 June 2008

“I guess one would expect that if you go into a closed store, it’s very likely you’d be under surveillance, but out here on the street?.” Sam Cocks, Attorney | International Herald Tribune, 31 June 2008

“I think a big part of why it’s accepted is that people don’t know about it…You could make them conspicuous…but nobody really wants to do that because the more people know about it, the more it may freak them out or they may attempt to avoid it.” Lee Tien, Senior Staff Attorney | International Herald Tribune, 31 June 2008

“There’s nothing you could go back to and look at…All it needs to do is look at the audience, process what it sees, and convert that to digital fields that we upload to our servers.” George Murphy, Chief Executive, TruMedia | International Herald Tribune, 31 June 2008

“Digital has really changed the landscape in the sort of accuracy we can get in terms of who’s looking.” Guy Slattery, Senior VP of Marketing for A&E TV | International Herald Tribune, 31 June 2008

“Auctions are incredible fun, and still the best way to get the right value on many products. However the format buyers choose is not as important as the experience they have.” Lorrie Norrington, President, Global Marketplace Operations, EBay | Businessweek, 30 June 2008

“If I really want something, I’m not going to goof around with auctions for a small savings.” Dave Dribin, Software Engineer, Chicago | Businessweek, 30 June 2008

“The trend is call branded entertainment or branded content, and it is intended to embed a product in the plot of [a TV] show, hoping to making it more more memorable that it would be if it merely made a brief appearance in a scene.”  Stuart Elliot, editor of Advertising, New York Times

“Branded entertainment brings the experience of the brand to the viewer, to the consumer, and does not rely on just a commercial. Putting something on TV is easy. Putting something on TV that’s effective and engaging and builds awareness - that’s the key.”  Mitch Sheiner, VP, Associate Media Director, Dos Equis media agency (Starcom)

“We like being able to be developers of the content, versus being a sponsor of show or just running a 30-second commercial.” Joe Tuza, VP, Marketing, Meow Mix (Del Monte Foods)

“As we explore branded content, the most important issue is  to determine how you get your points across without hitting viewers on the head with the brand.”  Kheri Holland Tillman, VP, Marketing, Dos Equis and Amstel Light, Heineken USA