Multi Screen Breakfast Seminar 15th February 2013
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Multi Screen Breakfast Seminar 15th February 2013

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No iPad, Nexus 7, Kindle, Nook, Smart TV or iPhone 5 under your Christmas tree? You need to have a word with Santa, or maybe you are already among the 40% of the UK population who own one of these ...

No iPad, Nexus 7, Kindle, Nook, Smart TV or iPhone 5 under your Christmas tree? You need to have a word with Santa, or maybe you are already among the 40% of the UK population who own one of these devices.

The multi-screen world, where people use a combination of phones, tablets, computers and televisions to consume content, is fast becoming commonplace.

Here we explore the benefits of developing digital content for multiple-screens. We cover how consumer journeys are evolving, touch on hot topics such as ‘responsive design’ and present some of the multi-screen content we’ve developed that involves pairing screens. Delivered by Tom Chapman, Head of Innovation at Five by Five on 15th February 2013 (Southampton) and 15th March 2013 (London) as part of of the agency's ongoing program of breakfast seminars.

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Multi Screen Breakfast Seminar 15th February 2013 Presentation Transcript

  • 1. Multi-Screen BriefingFive by Five
  • 2. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
  • 3. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
  • 4. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
  • 5. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
  • 6. Majority of our daily media interactionsare screen basedUnderstanding this cross-platform behaviourhas become imperativeSource: Google, The Multi Screen World 20012-08
  • 7. Welcome to themulti-screen world
  • 8. TodayUK smartphone penetration in 2013 is at 40% and growingfast….. predicted to rise to 80% by 2016 31% of mobile users have now purchased on a mobile device 17% of mobile users changed their mind in-store (due to activity on mobile phone) 25% of email in the UK is now opened on smartphones 60% of phones will be NFC enabled by 2015Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012
  • 9. TodayTablet sales to trump laptops in 2013Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012
  • 10. Consumers take a multi-devicepath to purchaseSource: Google, The Multi Screen World 20012-08
  • 11. TodayThe harsh reality
  • 12. TodayWe are heavily focussed on ‘digital’ contentto be consumed on PC screen.Below are the first three pieces of ‘content’ I came into contactwith on Twitter and Facebook via iPhone 3G!
  • 13. Our mantraIf content is not optimised for mobile and tablets, consider it incomplete
  • 14. But how can we make content workacross screens without using flash& building bespoke sites / contentfor each platform?Brad Frost
  • 15. Native vs….
  • 16. ResponsiveSource: gap-italia.it
  • 17. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
  • 18. Multi-screen – personasRequire a better understandingof devices owned Digital outsider Casual User Casual User Professional Age 69, Age 61, Age 47, User Housewife, Housewife, Divorced, Age 43, pensioner pensioner Teacher Married, Exec Assistant Trend User Trend User Digital Digital Avante Age 21, Age 35, Professional Garde Age 32, Unmarried, Single, Agency Age 39, Single, Creative Student Exec Married, IT Agency DirectorSource: Five by Five & Precious Forever
  • 19. Multi-screen – touch point matrixCommunication is no longer a question of destination but literally ofthe path travelled. The message you want to deliver has to move alongwith the people you want to reach.Source: Precious Forever
  • 20. Creative1. Content (device and platform agnostic).2. ContextWho it hopes to reach (Target audience)What it can doWhere it can go (PONBE)Where it can go - multi device / platform based on WhoDevice, Environment (PONBE), Time, Activity, Location, Social, DataHow it gets used – here we can put more effort into the precise functionalityof the asset based on Where, Who and WhatWhy it matters – justifies the content and context
  • 21. Data
  • 22. Social
  • 23. Interactive technologyFace recognitionVoice recognitionTouchSwipe
  • 24. The FutureImage sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
  • 25. Thank you!