Experience Matters: iAd Won’t Be an iFad: New Opportunities for Mobile Advertising

Molly Hop & Anna Mer | Critical Mass Chicago

It’s clear consumers are hungry for mobile applications, having downloaded more than 3 billion apps from the Apple app store as of March 2010, according to eMarketer. The growing popularity of this channel has led to an increased desire to find a way to market to our mobile consumers. In response to this, Apple has recently acquired Quattro Wireless (after having AdMob snatched up by Google) to create the iAd advertising platform that will launch with the iPhone 4G this summer. Now the question is, how will iAd change how brands approach marketing within mobile applications?
A common debate among the Critical Mass Experience Distribution team is whether there is a “correct approach” to mobile applications.

When do you recommend creating one?
What value will the mobile application serve vs. that of the mobile website?
How should we market this application?
How much money, time and effort should be put into it?

One might argue that building an application but not putting a marketing effort behind it is similar to the “if a tree falls in the forest but no one is there to hear it” concept. If we determine that we don’t have the money, resources or rationale to build and market our own application, do we sponsor a relevant existing app that another brand hasn’t gotten to first? Please continue reading here: Experience Matters

Experience Matters-David Fasullo | Critical Mass Toronto: FITC 2010: Thoughts from a First-Time Speaker, Long-Time Attendee

Flash was only the beginning. Today, if there’s one thing FITC is known for, it’s inspiration. In less than a decade since its first incarnation as a Toronto-based festival celebrating Flash, FITC has a spread around the world and broadened its scope. Now, there’s something for everyone: writers, designers, developers, or creative explorers. It’s that spark of inspiration that unifies the speakers and attendees. I’d like to think it’s that same spark that inspired the entrepreneurs to create Flash (FutureSplash Animator, at the time); and possibly the same spark that inspired the first flock of flashy individuals to come together and create this event.

But if the speakers, networking, & parties aren’t enough to bring people together, each year the event is centered on a theme. This year’s “Playground” theme was most evident in the speaker introductions. Each introduction was pre-recorded (and apparently edited) by event creator, Shawn Pucknell’s young daughters. And while it would have been funny, I’m glad they didn’t do this introduction for the “Cool Shit Hour”. Alternatively, they could have just called it the “Cool Stuff Hour”. But that doesn’t seem to have the same impact. Please continue reading @ Experience Matters