Screens - Urban screens and interactive environments; how this changes the way people interact with each other. How brands can best utilise this digital outdoor medium.

2. the forth, fifth, sixth, and
seventh screen
Chris Heathcote
I'm an interaction and experience designer - I've spent 15 years working on this screen (computer), and the last 7 years working on
this screen (phone). Only a dalliance with interactive TV, currently the main screen in people's lives.

3. Screens are
everywhere.
it's not minority report, it's mundane

5. screens all look the same but do different things
interactive, informative, advertising

6. ambience and lighting

9. At the moment,
digital ads are just
print spreads
displayed sloppily.
As an industry, digital screens have somehow been managed by one of the oldest and most conservative parts of the ad industry -
print and posters.
But current screens are a hard, blocky light - nowhere near the richness of paper and vinyl. Mangles most logos, and certainly any
small print.
Need to design for the medium.

10. Ad hoardings are not
TVs.

11. Children of Men is my chosen dystopia (rather than Minority
Report)

12. Buildings are not TVs.

13. projections - amazing/shocking - but then what? Not another
bouncing ball.
Waterloo - a war memorial, British ornamented - not good for
projections.

14. We need animation &
motion that isn't TV.
No beginning, middle, end.
Nothing fast enough to trigger our fight or flight.
Not blown up banner ads, with motion applied at the last minute,
hardly thought about.

15. Some examples of beautiful, considered motion.

16. (sorry for the bad video)
also, transitions - JCDecaux (fade), ClearChannel (no transitions)

17. Old people think all
screens are TVs,
young people think
they can all be
touched.
Disappointment if things look like they should be interactive but
aren't.

18. And that they're
networked computers.
With all the accoutrements of a modern computer - speakers,
camera, Facebook.

19. We have sufficiently
advanced technology
to make experiences
that feel like magic.

20. That can scare you
witless.

21. it just needed a sprinkle of interaction design - great idea.
Digital outdoor is currently defined by what's technically
possible, rather than what's right.

22. We have no language
for talking about
things that radiate.

23. Can see it from my front door 5 miles (3 boroughs) away.
3000 Nit... 830,000 Lumens.
poorly designed, too

24. This is not a public consultation.
Who understands what a Nit is?

25. And every misstep
causes a re-
evaluation of what
ads are and should be.

26. it's a banner ad for spam! in real life!
lots of people said "it shouldn't be allowed" - but why?

27. So

28. we have
to create:

29. understanding of new
contexts &
interactions
Experiment, in public, and listen.
Not just for novelty and publicity.

30. ways for new skills to
work together
Interaction design, advertising, print & outdoor, motion
designers, even retail, game designers, theatre lighting
designers.

31. new civic, public and
societal discussions
about advertising
Don't shy away from the discussions that need to happen, with
planners, towns, governments, and citizens - (LA example)
Need societal permission for: animation, identification and
tracking, sonic (and elsewhere mobile ads, ads in UIs)

32. Thanks.
Making. Thinking.
metaloca.com