Today marks day two of the MultiScreen Summit, produced in association with Variety, in Hollywood. The summit brings together senior executives from the entertainment, gaming, retail, health, music, sports and publishing industries to highlight the fundamental shift in the way consumers are interacting with content.

Our president and CEO Joe Olsen participated in yesterday’s first multiscreen panel, Form Factor Rules: Dictating the Scope and Activity on the Screen. Here are a few of the highlights from his talk:

“Sometimes as content creators, we forget that the content is a tool for the users. The tool might be entertainment, but ultimately it must be useful.”

“When trying to build connective tissue between devices, you need to look for ways in which people will use those devices. Sometimes the tried-and-true methods of old advertising still hold true for our newer devices.”

“The cool thing about interconnected devices is that we’re going from this world where people told us what we should be looking at…to a place where people want integrated experiences…and selling something to someone without them knowing they are being sold.”

“We need to educate users that they are choosing the ads they are being served by their behavior and actions they take on their phone.”

“There aren’t many tools that run the gamut to show why users conduct certain actions online. You need to define success for the business first, then define actions to reach goals and tie that back to a dollar.”

“Patent controls are the opposite of innovation. It’s putting the handcuffs on people and asking them to innovate – it’s hindering everyone.”

For more, we’ve put together a guide on Four Strategies to Succeed in a Multiscreen World – download the guide now below. These four strategies will help your business keep up with today’s lightening-fast shifts in consumer behavior.