Contextual Media

I recently watch an old video from the Media Conference in New York, where the concept of contextual media was one of the topics discussed by a panel of experts on Media.

One interesting explanation was given by Frank Cooper marketing director for Pepsi. "having to think about the context we are telling a story to market a product no longer do we only have for example think in a 30 sec spot. Now we have to know what 's going on in video games , broader story based entertainment, alternate reality gaming, mobile devices etc. We need to think of the structure and platform in terms of context. "

In general, companies are in the process of evolving to adapt and trying to make the leap. However it is a difficult leap cause it's those areas where people/ companies have not played in traditionally. When trying to make that leap infrastructure have to change. Example the HD conversion has posed several challenges to advertisers. Brand managers have to take the lead role and evaluate the context and sometimes structure goes out the window. It's a fairly new experience for most companies making or promoting stuff that's contextually relevant to the consumer.