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Multi-Screen Briefing@tomchapman
Brad Frost
Brad Frost
Brad Frost
Brad Frost
Majority of our daily media interactions
are screen based
Understanding this cross-platform behaviour
has become imperativ...
Welcome to the
multi-screen world
Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012
UK smartphone penetration in 2013 is ...
Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012
Tablet sales to trump laptops in 2013...
Today
Source: Google, The Multi Screen World 20012-08
The harsh reality
Today
Source: Google, The Multi Screen World 20012-08
Today
We are heavily focussed on ‘digital’ content
to be consumed on PC screen.
Below are the first three pieces of ‘conte...
If content is not optimised for mobile and tablets, consider it incomplete
Our mantra
Brad Frost
But how can we make content work across
screens without using flash
& building bespoke sites / content
for each platform?
...
Native
HTML5
Responsive
Multi-screen – personas
Source: Precious Forever
Require a better understanding of devices owned, usage and behaviours
Dig...
Multi-screen – touch point matrix
Source: Precious Forever
Communication is no longer a question of destination but litera...
1. Content (device and platform agnostic).
2. Context
Who it hopes to reach (Target audience)
What it can do
Where it can ...
Content & Context
Brand campaign Objective Content & Value Target Audience Media & Location Devices
Gillette Fusion – 50% ...
PONBE & Multi-Screen
InteractionDeviceContext Media
Public Space QR Code
Paid
DeviceContext Media
Public Space NFC
Interaction
Paid
DeviceContext Media
Public Space Browser
Interaction
Paid
DeviceContext Media
Public Space SMS
Interaction
Paid
DeviceContext Media
Public Space Bespoke App
Interaction
Paid
DeviceContext Media
Public Space Camera
Interaction
Paid
DeviceContext Media
Public Space Voice
Interaction
Paid
DeviceContext Media
Public Space Social Share
Interaction
Paid
SMS Browser
Social Share
Public Space
Office Space
Private Space
Travelling
Bespoke App
DeviceContext Media Interaction
Pa...
QR Code
DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Paid
NFC
DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Paid
SMS
DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Paid
DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Browser
Paid
DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Bespoke App
Paid
SMS
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid
Browser
Bespoke App
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid
Social Share
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid
Social Share
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid
Bespoke App
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Bespoke App
Paid
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Bespoke App
Paid
Office Space
Private Space
Browser
DeviceContext Media Interaction
Paid
Public Space
Office Space
Private Space
Travelling
Browser
Bespoke App
Social Share
• Ofcom 4G bandwidth auction on track ...
Public Space
Office Space
Private Space
Travelling
QR Code
ActionDeviceContext Media
Owned
Public Space
Office Space
Private Space
Travelling
NFC
DeviceContext Media
Owned
Interaction
Public Space
Office Space
Private Space
Travelling
SMS
DeviceContext Media
Owned
Interaction
Public Space
Office Space
Private Space
Travelling
Bespoke App
DeviceContext Media
Owned
Interaction
Public Space
Office Space
Private Space
Travelling
Browser
Bespoke App
DeviceContext Media
Owned
Interaction
Public Space QR Code
ActionDeviceContext Media
Owned
Public Space NFC
ActionDeviceContext Media
Owned
Public Space SMS
ActionDeviceContext Media
Owned
Public Space
Browser
ActionDeviceContext Media
Owned
Public Space
Social Share
QR Code
SMSBrowser
Camera
DeviceContext Media
Network
Interaction
Public Space
Office Space
Private Space
Travelling
Browser
Social Share
ActionDeviceContext Media
Borrowed
iAds In-Store QR codes & mobile videos
In-Store AR SMS alerts
App coupons
Mobile optimised site
Mobile optimised F-commerc...
Building an agency fit for the multi-screen world 2012
Building an agency fit for the multi-screen world 2012
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Building an agency fit for the multi-screen world 2012

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The multi-screen world, where people use a combination of phones, tablets, computers and televisions to consume content, is fast becoming commonplace. Here I explore the benefits of developing digital content for multiple-screens.

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Transcript of "Building an agency fit for the multi-screen world 2012"

  1. 1. Multi-Screen Briefing@tomchapman
  2. 2. Brad Frost
  3. 3. Brad Frost
  4. 4. Brad Frost
  5. 5. Brad Frost
  6. 6. Majority of our daily media interactions are screen based Understanding this cross-platform behaviour has become imperative Source: Google, The Multi Screen World 20012-08
  7. 7. Welcome to the multi-screen world
  8. 8. Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012 UK smartphone penetration in 2013 is at 40% and growing fast….. 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 2015 Today
  9. 9. Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012 Tablet sales to trump laptops in 2013 Today
  10. 10. Today Source: Google, The Multi Screen World 20012-08
  11. 11. The harsh reality Today Source: Google, The Multi Screen World 20012-08
  12. 12. Today We are heavily focussed on ‘digital’ content to be consumed on PC screen. Below are the first three pieces of ‘content’ I came into contact with on Twitter and Facebook via iPhone 3G!
  13. 13. If content is not optimised for mobile and tablets, consider it incomplete Our mantra
  14. 14. Brad Frost
  15. 15. But how can we make content work across screens without using flash & building bespoke sites / content for each platform? Brad Frost
  16. 16. Native
  17. 17. HTML5
  18. 18. Responsive
  19. 19. Multi-screen – personas Source: Precious Forever Require a better understanding of devices owned, usage and behaviours Digital outsider Age 69, Housewife, pensioner Casual User Age 61, Housewife, pensioner Casual User Age 47, Divorced, Teacher Professional User Age 43, Married, Exec Assistant Trend User Age 21, Unmarried, Student Trend User Age 35, Single, Agency Exec Digital Professional Age 39, Married, IT Director Digital Avante Garde Age 32, Single, Creative Agency
  20. 20. Multi-screen – touch point matrix Source: Precious Forever Communication is no longer a question of destination but literally of the path travelled. The message you want to deliver has to move along with the people you want to reach.
  21. 21. 1. Content (device and platform agnostic). 2. Context Who it hopes to reach (Target audience) What it can do Where it can go (PONBE) Where it can go - multi device / platform based on Who Device, Environment (PONBE), Time, Activity, Location, Social, Data How it gets used – here we can put more effort into the precise functionality of the asset based on Where, Who and What Why it matters – justifies the content and context Creative
  22. 22. Content & Context Brand campaign Objective Content & Value Target Audience Media & Location Devices Gillette Fusion – 50% off trial Product trial & brand awareness 50% off coupon - Monetary 18-24 PAID. OOH - Bus shelter ads by University Campuses and University bus routes Smartphone / featurephone Time Interaction Experience Social Data All hours when buses run QR Code QR code leads to responsive site optimised for smartphone. Captures user data, returns coupon Responsive site allows for social sharing of coupon download Facebook Connect for coupon, links user to Facebook community. Location and Time data for download and redemption of coupon.
  23. 23. PONBE & Multi-Screen
  24. 24. InteractionDeviceContext Media Public Space QR Code Paid
  25. 25. DeviceContext Media Public Space NFC Interaction Paid
  26. 26. DeviceContext Media Public Space Browser Interaction Paid
  27. 27. DeviceContext Media Public Space SMS Interaction Paid
  28. 28. DeviceContext Media Public Space Bespoke App Interaction Paid
  29. 29. DeviceContext Media Public Space Camera Interaction Paid
  30. 30. DeviceContext Media Public Space Voice Interaction Paid
  31. 31. DeviceContext Media Public Space Social Share Interaction Paid
  32. 32. SMS Browser Social Share Public Space Office Space Private Space Travelling Bespoke App DeviceContext Media Interaction Paid
  33. 33. QR Code DeviceContext Media Public Space Office Space Private Space Travelling Interaction Paid
  34. 34. NFC DeviceContext Media Public Space Office Space Private Space Travelling Interaction Paid
  35. 35. SMS DeviceContext Media Public Space Office Space Private Space Travelling Interaction Paid
  36. 36. DeviceContext Media Public Space Office Space Private Space Travelling Interaction Browser Paid
  37. 37. DeviceContext Media Public Space Office Space Private Space Travelling Interaction Bespoke App Paid
  38. 38. SMS DeviceContext Media Public Space Office Space Private Space Interaction Paid
  39. 39. Browser Bespoke App DeviceContext Media Public Space Office Space Private Space Interaction Paid
  40. 40. Social Share DeviceContext Media Public Space Office Space Private Space Interaction Paid
  41. 41. Social Share DeviceContext Media Public Space Office Space Private Space Interaction Paid
  42. 42. Bespoke App DeviceContext Media Public Space Office Space Private Space Interaction Paid
  43. 43. DeviceContext Media Public Space Office Space Private Space Interaction Bespoke App Paid
  44. 44. DeviceContext Media Public Space Office Space Private Space Interaction Bespoke App Paid
  45. 45. Office Space Private Space Browser DeviceContext Media Interaction Paid
  46. 46. Public Space Office Space Private Space Travelling Browser Bespoke App Social Share • Ofcom 4G bandwidth auction on track for 2012/13 • EE is currently trialling a 4G signal in some key UK cities • National roll-out not expected until mid-2013 • Promises of uninterrupted video streaming and “superfast” download speeds DeviceContext Media Owned Interaction
  47. 47. Public Space Office Space Private Space Travelling QR Code ActionDeviceContext Media Owned
  48. 48. Public Space Office Space Private Space Travelling NFC DeviceContext Media Owned Interaction
  49. 49. Public Space Office Space Private Space Travelling SMS DeviceContext Media Owned Interaction
  50. 50. Public Space Office Space Private Space Travelling Bespoke App DeviceContext Media Owned Interaction
  51. 51. Public Space Office Space Private Space Travelling Browser Bespoke App DeviceContext Media Owned Interaction
  52. 52. Public Space QR Code ActionDeviceContext Media Owned
  53. 53. Public Space NFC ActionDeviceContext Media Owned
  54. 54. Public Space SMS ActionDeviceContext Media Owned
  55. 55. Public Space Browser ActionDeviceContext Media Owned
  56. 56. Public Space Social Share QR Code SMSBrowser Camera DeviceContext Media Network Interaction
  57. 57. Public Space Office Space Private Space Travelling Browser Social Share ActionDeviceContext Media Borrowed
  58. 58. iAds In-Store QR codes & mobile videos In-Store AR SMS alerts App coupons Mobile optimised site Mobile optimised F-commerce store Mobile ads iPhone ads Newspaper ads ShopKick Instagram Influencers redirecting to mobile optimised content
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