How is TV and traditional media ported to mobile? Adapting content from other media doesn’t seem to be a key for the assembled agency execs. Digitas Chia Chen stresses the importance of developing for the medium rather than repurposing a 30-second spot or other content. With Buick, he noted new car catalogs all have QR codes. Video was shot specifically for that experience, rather than TV. If people snap QR code and have non-mobile friendly content, it’s a waste. He goes back to the key of providing triggers via mobile that capitalize on things people are doing as they go through their day, wherever they are. That could mean anything from an app geared to pregnant women as they prepare to give birth to mobile offers from a quick-serve restaurant or mobile alerts from nearby stores.