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Flash Forward to the Future: Media Innovation

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Presentation from MediaMind's global roadshow DED2010 on future media innovation …

Presentation from MediaMind's global roadshow DED2010 on future media innovation

Published in Technology , Business
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  • 1. flashforward to the future Dean Donaldson @deandonaldson Global Director of Media Innovation © 2010 MediaMind Technologies, Inc. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 2. NOTHING TO HIDE . US © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 3. Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 4. Living in a Ubiquitous World Click to edit Master text styles © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 5. Tracking © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 6. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 7. [ targeted consumer ] addressable advertising >> © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 8. Half the money I spend on advertising is wasted but I can never find out which half John Wanamaker, Pioneer of Department Stores, 1877 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 9. planning exchanges buying © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 10. planning exchanges buying “single” advertising management system © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 11. ✓ © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 12. social media has replaced porn as the no. 1 activity © 2010 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 13. Concentric Conversations © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 14. “It took 50 years for TV to build the audience social media has in five ” © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 15. more than 10 million pieces of content daily are shared on Facebook © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 16. the silver foxes 55-60 year old females the fastest growing group on Facebook © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 17. Chat Roulette 100M Thursday, 28 October 2010 queer © 2010 MediaMind Technologies Inc. | All rights reserved
  • 18. Personal Web © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 19. Personal Web 60/40 © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 20. Personal Web 60/40 © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 21. Social Interaction 50% Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
  • 22. Social Interaction 80% Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
  • 23. Social Interaction 100% Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
  • 24. $$$ Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
  • 25. data understanding is the key © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 26. << panel data >> { performance data } “organic search” creative intelligence social media [ buzz ] * consumer feedback @^!! © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 27. strategy 40% © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 28. privet salutg'day grüßgott alô hei aloha jambo “hello” shalom cześć ciào guten tag σου sawubona bonjour deň hoiγεια napot jó hola dobrý “ok?” “good” “good” © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 29. growing pains © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 30. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 31. instant >> © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 32. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 33. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 34. Thursday, 28 October 2010 66 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
  • 35. Thursday, 28 October 2010 15 countries / languages © 2010 MediaMind Technologies Inc. | All rights reserved
  • 36. more than 200 creative executions Thursday, 28 October 2010 © 2010 MediaMind Technologies Inc. | All rights reserved
  • 37. instantly updated © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 38. click the © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 39. 997 click the © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 40. 50% of all display ad clicks © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 41. 6% online population © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 42. 0.5% 5 in every 1,000 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 43. 2 are wrong audience 1 clicked by accident 1 doesn’t wait for load = 1 in every 1,000 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 44. CPC = CPM !! © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 45. bridging the silos 30% © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 46. compare amazon instantly © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 47. visualization of search © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 48. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 49. Better Lived Together tracking offline to online mobile © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 50. Cross-Channel Comparison What is the status for comparing the following cross-channel metrics? Online Search and Display Advertising 51% 38% 11% Computer-based and Mobile Advertising 22% 62% 16% TV and Computer- 22% 62% 17% based Advertising TV and Mobile Advertising 7% 68% 25% Outdoor and Mobile Advertising 8% 62% 30% Currently compare Would like to compare, but don’t do it yet Not interested in comparing Source: 2009 Survey TNS / Eyeblaster State of Digital Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 51. Impact: changing the train of thought © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 52. 70MPH © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 53. 35FPS © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 54. 2.7MPH © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 55. 75% 2.7MPH Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
  • 56. < interaction > Teachers / kids © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 57. making sense © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 58. You remember: 30% what you see 50% what you see & hear 70-90% what you see, hear & touch Thursday, 28 October 2010 © 2010 MediaMind Technologies Inc. | All rights reserved
  • 59. passive exposure active + engagement eGRP © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 60. Warner Bros 300 – Expanding / Polite © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 61. Thursday, 28 October 2010
  • 62. dwell rate percentage of impressions engaged with by the user © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 63. Global Research 8.7% of all ads engaged with Eyeblaster Dwell Research © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 64. Dwell Rate versus CTR 25x Thursday, 28 October 2010 © 2010 MediaMind Technologies Inc. | All rights reserved
  • 65. dwell time is the average number of seconds a user engaged with an ad © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 66. Overall Performance 1:14 43 seconds © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 67. 60 How we spend time Eyeblaster Dwell Research secs over TV © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 68. most advanced video on the market © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 69. Interacting with video © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 70. consumers show consistently that they are willing to take time to explore brands © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 71. Effect on visits 17 69% 17 13 9 10 4 0 low dwell high dwell © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 72. Effect on search 3x 40 39 30 20 10 12 0 low dwell high dwell © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 73. grass roots infiltration word-of-mouth is the most powerful form of advertising © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 74. 78% of consumers trust peer recommendations only 14% trust advertisements © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 75. “you got to ask yourself a question” product reviews 25% of search results for the World’s Top 20 brands are links to user-generated content... 34%_of_bloggers / post_opinions_about_products © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 76. in control © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 77. 83% of purchase decisions are from word of mouth © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 78. technology sift Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
  • 79. Don’t be evil © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 80. “I had a bad experience” © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 81. “how may I help?” turn moaners into advocates “listening brand” © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 82. “ This commercial is enough to make me try Old Spice. THIS is how you convince people to ” buy your stuff! 6M Thursday, 28 October 2010 © 2010 MediaMind Technologies Inc. | All rights reserved
  • 83. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 84. Adapting the process On-site view through Regular banner flow (Rich or Standard) see content = mass audience interact Viewing the ad = deep connection Clicking on the advert for friend te sha Arrival at the wa ar re web page -a rd- nd to - - Start exploring creates Product View buzz eMail Social Sites © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 85. VW Twitter • 1% YoY uplift in site visits • Twitter activity for VW rose from 5 to 700 per day • Total Facebook VW Fans – 260,000 • Total YouTube video views – 87,000 © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 86. takes it to the next level © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 87. takes it to the next level © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 88. the © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 89. second life © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 90. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 91. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 92. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 93. 15% Thursday, 28 October 2010 © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved
  • 94. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 95. live trailers © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 96. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 97. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 98. “ we see an increasing blur between the TV set and the PC, with on-demand content flowing seamlessly between the two” Charlie Ponsonby, Simplify Digital on why higher speeds would drive changes in the way people use the web. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 99. 6x penetration © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 100. 500 million smartphones a year are going to be sold over time Steve Balmer © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 101. most looked at screen in home 2nd is the mobile © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 102. personally identifiable © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 103. payment system © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 104. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 105. Toshiba © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 106. Smart Appliances © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 107. don’t touch © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 108. Virtual Reality © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 109. Sensory surround ((( ( © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 110. 1=∞ { ubiquitous computing (ubicomp) } © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 111. Smart Paper © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 112. Smart Clothes © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 113. Smart Scents © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 114. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 115. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 116. Smart Tags RFID © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 117. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 118. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 119. Science Fiction or Fact? • Chips linked to Internet Active up to 500m radius • Wave-and-Pay + GPS © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 120. Science Fiction or Fact? • Chips linked to Internet Active up to 500m radius • Wave-and-Pay + GPS Personal Identification Device (PID) = targeted ads © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 121. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 122. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 123. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 124. [data] © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 125. In Store Intelligence © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 126. ePOS © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 127. Consumer Backlash © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 128. Consumer Backlash © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 129. beyond the browser © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 130. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 131. 60/40 © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 132. of under 15’s by 2015 will all use 50% touchscreens © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 133. © 2010 2010 MediaMind Technologies Inc. | All rightsreserved © MediaMind Technologies Inc | All rights reserved Thursday, 28 October 2010
  • 134. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 135. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 136. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 137. In Car Advertising © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 138. personally relevant ads inserted dynamically into any content on any device anywhere in the world © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 139. from search to static banners to interactive full-screen video in a browser, in Game or on web TV outdoor, on a desktop or mobile © 2008 Eyeblaster. All rights reserved © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 140. ad server platforms are built on decade old technologies © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 141. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 142. focus on your potential instead of your limitations © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 143. © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 144. Thank you! © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010
  • 145. www.mediamind.com dean.donaldson@mediamind.com 917.640.3095 @deandonaldson @mediamind_chat @creative_zone © 2010 MediaMind Technologies Inc. | All rights reserved Thursday, 28 October 2010