We all know that the energy drink Red Bull gives you wings, especially when mixed with vodka. But not everyone knows just how involved Red Bull is in extreme sports, ranging from cliff diving to snowboarding to motocross, as well as the areas of fashion, music, dance and art.

I usually write, in these illustrious online sites and journals, my reflections on the broader worlds of interactive experiences and marketing. But sometimes there is an event in one of my specific areas of expertise - currently, online consumer health and the legislative battles around health care - that has lessons for us all.

"ROI, we need to talk. I know we've been together for a long time, but maybe it's time to, you know, think about seeing other metrics."

Check out the living rooms of your neighbors in a few years and you'll likely find a range of consumer electronics devices powering the screen, such as gaming consoles, AppleTVs, Roku boxes, traditional cable set-top boxes and Internet-enabled TVs. Indeed, as television programming has become untethered from both the TV set and the cable subscription in the last few years, the stranglehold the set itself has had on the living room for more than 50 years has loosened, too.

Growing faster than any medium in history, online video could supplant text as the preferred method of disseminating information and entertainment across the Internet. More content begets more viewers and vice versa. Advertisers are now cognizant that this digital ouroboros offers opportunities to connect with consumers who are quickly adopting the medium. To wit: online video ad revenue increased by 125 percent last year and is expected to top $4 billion by 2013, according to eMarketer. The rapid growth in popularity is a boon, but it isn't as simple as slapping a pre-roll down along the video stream. Doing so …

So far, targeting online has been a big tease. The promise of being able to recognize an online user, know something relevant about them, and deliver some tailored message, has tantalized us for years. We have seen hints of what is possible in Web-crm applications for registration-based Web sites. We recognize the power of the blunt targeting of remarketing. The limited capabilities of the current ad exchanges show us a glimmer of what could be.

As behavioral advertising increasingly becomes the standard for online advertising, self-regulation will soon be joined by concrete and enforceable legal frameworks. Two groups will serve as the main catalysts for developing these frameworks. First are consumers, represented by advocacy organizations. Second are businesses that perceive they are being negatively affected by behavioral advertising. These businesses include those that hope to prevent others from collecting their consumers' behavioral data, and those whose competitors use behavioral advertising to attract consumers. Both groups will effect change through legislatures, regulators, and courts.

America is moving to a new matriarchy, a "Momacracy," if you will. A telephone poll of 100 CEO Luxury Marketing Council members and, separately, a spring survey by PR firm Fleishman-Hillard, strongly suggest that women see themselves, and in practice are, the household CEO, CFO, CPO (chief purchasing officer) and COO.

Nonprofits do a great deal of good with small budgets online: Have you noticed an inordinate amount of new mustaches walking the streets? Do not be afraid. The 1970s are not coming back. It's just the run-up to Movember, the third annual event to raise awareness of men's health -- and raise money for prostate cancer research.

Thanks to the rise of smartphones, mobile has gone way beyond talk and text and is poised to become the primary means of reaching consumers. Yet the use of mobile in cross-platform advertising campaigns is in its infancy at the moment, according to Michael Hanley, director of the Institute for Mobile Media Research at Ball State University, where he also serves as an assistant professor of advertising.