Think realistically when considering augmented reality – With Matt Di Paolo, Senior VP at Proximity Canada. was the official broadcast partner for the recent Mobile Innovation Week and this is one of the sessions we had while on location in Toronto.

Augmented reality has been on everyone’s trend list in mobile for 2011 but what are some good reasons and examples of implementation? How do you figure out if you should build something with this technology? Start by adding value – and value in context and you should be fine says Matt Di Paolo of Proximity Canada.


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About Matt Di Paola
Matt Di Paolo
Matt brings over 15 years of experience in the interactive, advertising and public relations industry.

He began his career in Public Relations & event marketing before making the switch to interactive in 1998. In transitioning to the digital channel, Matt was director of emarketing at Devlin Applied Design, where he launched the first ever MAC Cosmetics e-commerce web site in 1998, and managed online acquisition campaigns for MSN “free” Hotmail and CIBC’s online banking. Following Devlin, Matt led the VISA business at Leo Burnett, as well as driving integrated campaigns for AOL, Wrigley and Maytag.

In 2002, Matt went to Tribal DDB to help re-build their Toronto office. Over 5 years, Matt led key national accounts and award-winning integrated work for clients such as BMO InvestorLine, Canadian Tourism Commission, and Gatorade. During his tenure, the Toronto office grew from 1 to 20 people, won Digital Agency of the year in 2005 and led the way for DDB to develop integrated solutions for their clients.

In 2007, Matt joined Proximity as VP, Client Service Director, Interactive with a proven track record in integration and innovation. Since it’s Digital AOY Win in 2007, Proximity has doubled in size and has secured digital and CRM AOR relationships with global blue chip clients like Gillette and plus Canadian-specific clients like Mars, Campbell’s, Pepsi-QTG, Frito-Lay, New Balance, Mitsubishi amongst others. 2008 was also a year of creative recognition with a shortlist at Cannes and wins at the Digital Marketing Awards, CMAs, DMA Echos, Bessies, Applied Arts, Communications Arts, AdWeek’s Buzz Awards, OMMA and W3 awards.

Currently, as SVP, Managing Director, Matt leads a team of 100 digital specialists in the Toronto HQ with sister offices in New York, Cincinnati, Montreal, Minneapolis and Chicago. Matt also sits on the Advisory Board for nextMedia and is actively involved in the Canadian interactive community.

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About the author

Rob Woodbridge

I'm Rob, the founder of and I've spent 14 years immersed in the mobile and pervasive computing world. During this great time I've helped some of the most innovative companies grow their business through mobile. If you are in need of a mobile business advisor or coach, connect with me here to get things rolling.

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