Pickering's performance in the 100m was the latest in a series of recent wins, but he was keen to put his display into context.

BBC: SPORT | Athletics | Pickering continues winning run

But elsewhere in the museum, an eclectic and at times whimsical approach does help to enliven the display by providing a rich context for less familiar works.

WSJ: A Great Museum Enters a New Golden Age | Rijksmuseum | Rembrandt | Vermeer | By Jonathan Lopez

Mr. KOCHEVAR: Well, you know, any time that you're working with an animal in the context of a display, you have to be careful about, you know, what you do.

NPR: Released Great White Shark Located

As before, Haier's seeing business potential in the device, and will be showing it off in the context of a window display at this year's show.

ENGADGET: Haier celebrates IFA with ultra high def 3D, transparent and eye-controlled TVs

Display ads are generally targeted towards users based on their current context (contextual targeting), past behavior (behavioral targeting), or a combination of the two.

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While much of what is on display will be familiar to museum regulars, some works benefit greatly from the context.

NEWYORKER: Art

Beyond device-specific content display, the two other pieces to consider when designing your mobile strategy are use case and context, two realms in which responsive design does not contribute meaningfully.

FORBES: Mobile Apps: The Trouble With Using 'Responsive Design'