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The exciting thing this year is that we're reaching a critical mass of technology adoption for a wealth of new video and audio media experiences - media that responds dynamically to the consumer's attention, engagement and context: Responsive Media.

"Chat Mapper is an easy to use tool for writing and testing nonlinear dialogue and events for fields where complex problems are the normal, such as entertainment, e-learning, emergency response, diagnoses health care, sales and customer service, and strategic planning."

"A bus stop poster which evolved over time depending on how people responded to it has recently been tested in London. It is part of a wider area of research into how our emotional responses and biometric data could teach advertisers how to target people according to their mood."

Called Pulse, it offers summaries of emotional responses to selected video ads -- but then what?

To this day, its labs are cooking up experiments that may completely change the way we consume audio and video, and I went to take a look at them.