From the Yahoo! Canada Provoke Speaker Series at FFWD AdWeek 2013 Advertising Across Screens Smartphones and tablets have changed everything. Instead of an uneven ebb and flow of internet connectivity throughout the day, consumers now carry their connection with them. Smart devices have closed the gaps in connectivity, creating a seamless, ever-present, ever-changing experience. How should your brand adapt to this shift? Join Yahoo! Canada and learn from industry leaders, doers, and re-engineers of the web on how to take advantage of the marketing opportunities created by smartphones, tablets and television. Featuring a thought-provoking keynote presentation by Anthony D. Williams, consultant, researcher, and co-author of Wikinomics and Macrowikinomics which will be followed by a panel of industry leaders moderated by Jeff Beer from Canadian Business. Panelists: Robin Hassan, VP, Digital & COE Lead for Social and Mobile, Starcom MediaVest Group Matt DiPaola, Senior Vice President & General Manager, Critical Mass Eli Singer, Founder and President, Entrinsic Detailed White Paper to follow...

1. How Brands Can Create Value
in Our New Multi-Modal World!
PRESENTATION BY CRITICAL MASS
January 23rd, 2013
© 2013 Critical Mass, Inc. All Rights Reserved
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2. Gone are the days of
“singularity”!
We are living in a multi-screen,
hyper-connected world where fluid
and amplified brand experiences
are the new normal.
© 2013 Critical Mass, Inc. All Rights Reserved
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3. We are living in
a multi-modal
world!
!
© 2013 Critical Mass, Inc. All Rights Reserved
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4. Threat !
or ! !
Opportunity?!
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5. Opportunity !
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6. © 2013 Critical Mass, Inc. All Rights Reserved
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7. And as consumers and
technology continue to
evolve, so shall the
opportunity for brands!
© 2013 Critical Mass, Inc. All Rights Reserved
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8. © 2013 Critical Mass, Inc. All Rights Reserved
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9. The connected brand !
thrives in this new !
multi-modal world but
plays with a new !
set of rules!
!
© 2013 Critical Mass, Inc. All Rights Reserved
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10. First things first,!
they don’t think “screen”!
© 2013 Critical Mass, Inc. All Rights Reserved
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11. CONNECTED BRAND!
RULE ! CREATE ADAPTIVE
“EVERYWHERE”
1! !
EXPERIENCES!
© 2013 Critical Mass, Inc. All Rights Reserved
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12. CONNECTED BRAND!
RULE !
1! ! If content is king, !
then context is queen !
Deliver optimized
“in-the-now-where-I-am”
experiences.
© 2013 Critical Mass, Inc. All Rights Reserved
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13. CONNECTED BRAND!
RULE ! DELIVER LINKED
AND SYNCED
2! !
EXPERIENCE!
© 2013 Critical Mass, Inc. All Rights Reserved
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14. CONNECTED BRAND!
RULE !
2! ! 2+2=5!
Create experiences that are better
when consumed together.
© 2013 Critical Mass, Inc. All Rights Reserved
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15. CONNECTED BRAND!
RULE ! THE CONSUMER IS!
3! !
NOW THE CONTENT !
© 2013 Critical Mass, Inc. All Rights Reserved
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16. CONNECTED BRAND!
RULE !
3! !
“I” am the hero !
Integrate consumers and their data to
deliver hyper-personal experiences that
forge connections versus interactions.
© 2013 Critical Mass, Inc. All Rights Reserved
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17. CONNECTED BRAND!
RULE ! INVITE
4! !
PARTICIPATION!
© 2013 Critical Mass, Inc. All Rights Reserved
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18. CONNECTED BRAND!
RULE !
4! ! Tuned in !
and turned on !
Consumers will get more value out of
experiences that they can take part in…
but, experiences also need to deliver
value if consumers don’t.
© 2013 Critical Mass, Inc. All Rights Reserved
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19. CONNECTED BRAND!
RULE ! GENERATE NEW
5! !
“LIFE” VALUE!
© 2013 Critical Mass, Inc. All Rights Reserved
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20. CONNECTED BRAND!
RULE !
5! ! Solve problems,
deliver solutions!
Move beyond what you want to say,
create an indispensable experience.
© 2013 Critical Mass, Inc. All Rights Reserved
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21. Moving forward:!
Re-invent!
Experiment!
Become a
connected brand.!
© 2013 Critical Mass, Inc. All Rights Reserved
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22. @CriticalMass
© 2013 Critical Mass, Inc. All Rights Reserved
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