Best Practices in
Transmedia
Entertainment
Christy Dena
ABC LAMP, 2005

Why do Transmedia?
 No Choice: audiences are doing it already
 Pervasiveness: surround your audience with platforms & devices,
over different times
 Penetration: reach all target groups in one household
 Personalisation: allow each to follow through with their preferred
media, type of entertainment, at the time they want it
 DoubleClick, Nielsen//NetRatings, IMS report that consumers are
better reached with campaigns distributed across media (Various,
2003)
[Adapted from Wilfried Runde, Deutche Welle]

What has come before…