"Context matters" -- That's "an incredibly succinct message for all media," according to Mike Bloxham, Executive Director of Marketing at Media Behavior Institute, and a pretty good note on which to open MediaPost's Digital Out-of-Home Forum on Wednesday. Yet, context isn't just about place, Bloxham points out, particularly with regard to media delivery. It's about when consumers are reached; who they're with when they're reached; what's on their mind when they're reached; etc. -- all things to consider, today, during what Joe Mandese, MediaPost editor-in-chief and conference host, calls his favorite event of the year.

That's what TV historian and industry consultant Tim Brooks noted during the "As The TV Programming World Turns" panel at the Outfront conference this afternoon. By 15-25, Brooks meant the age of TV viewers. No, not the Nielsen demo break, but consumer mindsets.

Earlier in the day at Media Magazine's Outfront Conference, Initiative's Chris Magel said about 2% of ad budgets are be allocating to "digital." According to Magel: "It could be as little as 1% ... It could go up to 2% or 3%. But it doesn't make sense to go much above that." Yet, Kevin Smith, Group Vice President of Spotlight Integrated Media Sales at Comcast Spotlight, just put the number closer to 5%. Joe Mandese, Media Magazine editor-in-chief and panel moderator, suggested that the difference was perhaps due to Spotlight's ability to remove friction from the market. Not surprisingly, Smith …

How many times a day is too many times for a network to promo its own shows? Well, if you're reaching your core demo 15 times a day, you're probably going overboard, according to Howard Shimmel, Executive Vice President and Chief Revenue Officer at Nielsen. Citing a real-world example (without naming names) at an afternoon panel at Media Magazine's Outfront Conference, Shimmel said a certain network was, without a doubt, overusing its on-air time to market its own shows.

The biggest brands on television - based on Nielsen's gross rating points - are television brands themselves. That's what a stat cited by Nielsen Chief Revenue Officer Howard Shimmel during this afternoon's Outfront conference just seemed to suggest.

TV media plans are stories to tell, says Dave Morgan, chief executive officer of Simulmedia, speaking at MediaPost's Outfront -- but mostly not of this real world. "The real problem is the fictional disconnects," he says. In the online world, for example, Morgan says you do media plans where you get 85% to 90% of what was intended. But for TV? That's where the fiction comes in.

The self-described "saviors" of TV are currently holding forth at Media Magazine's Outfront Conference in New York. (It's actually Jon Mandel, CEO of media agency PrecisionDemand, who called his fellow panelists -- Mark Lieberman, CEO of market research firm TRA, and Dave Morgan, founder and CEO of media marketing firm Simulmedia -- "saviors.") How are these gentlemen saving TV? Measurement and targeting to rival similar services and technology for the Web. In the area of measurement, Mandel admits that TV is the clear No. 2 -- but that's not a bad thing. "It's good to be No. 2," he said, …

TV is still powerful -- just ask the new audience targeting service companies. Speaking on a panel at the MediaPost's Outfront event with Mark Lieberman, CEO of TRA Inc. and Dave Morgan, CEO of Simulmedia, Jon Mandel, chief executive officer of PrecisionDemand, says:  "We can prove TV is the most powerful TV medium... We three are going to save TV." Much of this coms from new technology and new data --- set-top box data for one. In part some people in new media are buying …

MediaPost's David Goetzl opened with some hard ball pitches during his Q&A with Turner Entertainment chief Steve Koonin, asking him to explain what happen during Turner's last upfront when the "lights went out on Broadway," and he was forced to take the stage and ad lib extemporaneously.

Regarding social, the end goal for any brand should be to create "advocates," according to Susan Thomson, Head of Media, Social Media and CRM, Chrysler Group LLC. It might seem like an obvious objective, but it's clear that too few marketers know what they're doing -- or what they're after -- in social media. To attract advocates, meanwhile, Thomson says every platform -- from Facebook to Twitter to YouTube -- demands a unique approach. Also, as many brands have learned the hard way, Thomson warns: "If you're going to enter in, you better be ready to hear what they're going …