8. An apparatus, comprising: a network interface module to transmit at least a portion of a media object to a user computing device to be displayed on a display of the user computing device; a processor to determine whether to transmit an advertisement to the user computing device based, at least in part, on a user subscription status for a media service, the advertisement to be selected based at least in part on a comparison between descriptive information related to the advertisement and contextual information related to the media object, the processor further to initiate transmission of the advertisement to the user computing device to be displayed on the display of the user device at least in part in response to a determination that the user is not a subscriber to the media service, the advertisement to be displayed at least in part concurrently with the at least the portion of the media object.
8. An apparatus, comprising: a network interface module to transmit at least a portion of a media object to a user computing device to be displayed on a display of the user computing device; a processor to determine whether to transmit an advertisement to the user computing device based, at least in part, on a user subscription status for a media service, the advertisement to be selected based at least in part on a comparison between descriptive information related to the advertisement and contextual information related to the media object, the processor further to initiate transmission of the advertisement to the user computing device to be displayed on the display of the user device at least in part in response to a determination that the user is not a subscriber to the media service, the advertisement to be displayed at least in part concurrently with the at least the portion of the media object. 12. The apparatus of claim 8 , wherein the contextual information related to the media object comprises metadata and/or one or more keywords.