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Jason

Totally agree we can do great ambient work. I guess the point is that we need to be more vigilant about why we're doing it - is it actually going to be rewarding and interesting, or will it just interrupt people in yet another place? That's proving to be a very fine line. And with people increasingly choosing to spend time with media of their own or their peers' creation, I think what we do is perceived as interruptive more and more often.

There's great post on AdAge's blog about this topic:
http://amiga.adage.com/blogs/?p=124

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Looks like it turned out to be effective on your part.

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about why we're doing it - is it actually going to be rewarding

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