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.

1. Multi-Screen Briefing@tomchapman

2. Brad Frost

3. Brad Frost

4. Brad Frost

5. Brad Frost

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. Welcome to the
multi-screen world

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. Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012
Tablet sales to trump laptops in 2013
Today

10. Today
Source: Google, The Multi Screen World 20012-08

11. The harsh reality
Today
Source: Google, The Multi Screen World 20012-08

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. If content is not optimised for mobile and tablets, consider it incomplete
Our mantra

14. Brad Frost

15. But how can we make content work across
screens without using flash
& building bespoke sites / content
for each platform?
Brad Frost

16. Native

17. HTML5

18. Responsive

20. 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

21. 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.

22. 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

23. 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.

24. PONBE & Multi-Screen

25. InteractionDeviceContext Media
Public Space QR Code
Paid

26. DeviceContext Media
Public Space NFC
Interaction
Paid

27. DeviceContext Media
Public Space Browser
Interaction
Paid

28. DeviceContext Media
Public Space SMS
Interaction
Paid

29. DeviceContext Media
Public Space Bespoke App
Interaction
Paid

30. DeviceContext Media
Public Space Camera
Interaction
Paid

31. DeviceContext Media
Public Space Voice
Interaction
Paid

32. DeviceContext Media
Public Space Social Share
Interaction
Paid

33. SMS Browser
Social Share
Public Space
Office Space
Private Space
Travelling
Bespoke App
DeviceContext Media Interaction
Paid

34. QR Code
DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Paid

35. NFC
DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Paid

36. SMS
DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Paid

37. DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Browser
Paid

38. DeviceContext Media
Public Space
Office Space
Private Space
Travelling
Interaction
Bespoke App
Paid

39. SMS
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid

40. Browser
Bespoke App
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid

41. Social Share
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid

42. Social Share
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid

43. Bespoke App
DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Paid

44. DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Bespoke App
Paid

45. DeviceContext Media
Public Space
Office Space
Private Space
Interaction
Bespoke App
Paid

46. Office Space
Private Space
Browser
DeviceContext Media Interaction
Paid

47. 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

48. Public Space
Office Space
Private Space
Travelling
QR Code
ActionDeviceContext Media
Owned

49. Public Space
Office Space
Private Space
Travelling
NFC
DeviceContext Media
Owned
Interaction

50. Public Space
Office Space
Private Space
Travelling
SMS
DeviceContext Media
Owned
Interaction

51. Public Space
Office Space
Private Space
Travelling
Bespoke App
DeviceContext Media
Owned
Interaction

52. Public Space
Office Space
Private Space
Travelling
Browser
Bespoke App
DeviceContext Media
Owned
Interaction

53. Public Space QR Code
ActionDeviceContext Media
Owned

54. Public Space NFC
ActionDeviceContext Media
Owned

55. Public Space SMS
ActionDeviceContext Media
Owned

56. Public Space
Browser
ActionDeviceContext Media
Owned

57. Public Space
Social Share
QR Code
SMSBrowser
Camera
DeviceContext Media
Network
Interaction

58. Public Space
Office Space
Private Space
Travelling
Browser
Social Share
ActionDeviceContext Media
Borrowed

59. 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