Conor Ryan: Transcend the big screen 

“Advertisers are missing opportunities to transcend the big screen by encouraging interaction with branded content on their smartphones.” 

—Conor Ryan. 

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Elizabeth Gardner: Generic

“It’s hard to target a message to a generic 35-year-old middle-class working mother of two. It’s much easier to target a message to Jennifer, who has two children under four, works as a paralegal, and is always looking for quick but healthy dinners and ways to spend more time with her kids and less time on housework.” – Elizabeth Gardner.