"I want to know which segments of my customers are skipping my ads. If one segment has the highest propensity for skipping, I may be able to supplemnent my marketing mix with other stuff to reach them."

Seth McLaughlin, Senior VP, Marketing, Luxottica | Wall St. Journal 8 November 2007

Seth expresses a good, short-term strategy: realignment of an existng spend to better reach a desired segment. However, that will deliver diminishing returns. Why?

Consumers, like myself, want to stay immersed in the narrative or movement of the TV program or spectacle, respectively.

The 100+ million iPods users and 300+ million YouTube users have transformed us into self-directed, intentional media consumers.

Question: How can media and entertainment producers incorporate the intentional act to consume among self-directed users with broadcast entertainment?

Question: How might a digital frame or box contain the immersive narrative of the TV program or spectacle AND "presence" the sponsor in way that it will not disaffiliate self-directed, intentional media consumers?