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.
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
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