multi screen breakfast seminar 15th february 2013
DESCRIPTION
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.TRANSCRIPT
Multi-Screen BriefingFive by Five
Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
Image sourced from the great presentation ’For A Future-Friendly Web’ by @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
Today
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
Consumers take a multi-device path to purchase
Source: Google, The Multi Screen World 20012-08
TodayThe harsh reality
TodayWe 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!
Our mantraIf content is not optimised for mobile and tablets, consider it incomplete
But how can we make content work across screens without using flash & building bespoke sites / content for each platform?
Brad Frost
Native vs….
Responsive
Source: gap-italia.it
Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
Multi-screen – personasRequire a better understanding of devices owned
Source: Five by Five & Precious Forever
Digital outsiderAge 69, Housewife, pensioner
Casual UserAge 61, Housewife, pensioner
Casual UserAge 47, Divorced,Teacher
Professional UserAge 43, Married,Exec Assistant
Trend UserAge 21, Unmarried, Student
Trend UserAge 35, Single, Agency Exec
Digital ProfessionalAge 39, Married, IT Director
Digital Avante Garde Age 32, Single, Creative Agency
Multi-screen – touch point matrixCommunication 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.
Source: Precious Forever
Creative1. 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, DataHow 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
Data
Social
Interactive technology
Face recognition
Voice recognition
Touch
Swipe
The FutureImage sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost
Thank you!