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Building an agency fit for the multi-screen world 2012
 

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 ...

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

    • 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 imperative Source: Google, The Multi Screen World 20012-08
    • Welcome to the multi-screen world
    • 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
    • Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012 Tablet sales to trump laptops in 2013 Today
    • 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 ‘content’ I came into contact with on Twitter and Facebook via iPhone 3G!
    • 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? Brad Frost
    • Native
    • HTML5
    • Responsive
    • 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
    • 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.
    • 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
    • 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.
    • 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 Paid
    • 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 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
    • 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-commerce store Mobile ads iPhone ads Newspaper ads ShopKick Instagram Influencers redirecting to mobile optimised content