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 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. 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. 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. 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. PONBE & Multi-Screen 24. InteractionDeviceContext Media Public Space QR Code Paid 25. DeviceContext Media Public Space NFC Interaction Paid 26. DeviceContext Media Public Space Browser Interaction Paid 27. DeviceContext Media Public Space SMS Interaction Paid 28. DeviceContext Media Public Space Bespoke App Interaction Paid 29. DeviceContext Media Public Space Camera Interaction Paid 30. DeviceContext Media Public Space Voice Interaction Paid 31. DeviceContext Media Public Space Social Share Interaction Paid 32. SMS Browser Social Share Public Space Office Space Private Space Travelling Bespoke App DeviceContext Media Interaction Paid 33. QR Code DeviceContext Media Public Space Office Space Private Space Travelling Interaction Paid 34. NFC DeviceContext Media Public Space Office Space Private Space Travelling Interaction Paid 35. SMS DeviceContext Media Public Space Office Space Private Space Travelling Interaction Paid 36. DeviceContext Media Public Space Office Space Private Space Travelling Interaction Browser Paid 37. DeviceContext Media Public Space Office Space Private Space Travelling Interaction Bespoke App Paid 38. SMS DeviceContext Media Public Space Office Space Private Space Interaction Paid 39. Browser Bespoke App DeviceContext Media Public Space Office Space Private Space Interaction Paid 40. Social Share DeviceContext Media Public Space Office Space Private Space Interaction Paid 41. Social Share DeviceContext Media Public Space Office Space Private Space Interaction Paid 42. Bespoke App DeviceContext Media Public Space Office Space Private Space Interaction Paid 43. DeviceContext Media Public Space Office Space Private Space Interaction Bespoke App Paid 44. DeviceContext Media Public Space Office Space Private Space Interaction Bespoke App Paid 45. Office Space Private Space Browser DeviceContext Media Interaction Paid 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. Public Space Office Space Private Space Travelling QR Code ActionDeviceContext Media Owned 48. Public Space Office Space Private Space Travelling NFC DeviceContext Media Owned Interaction 49. Public Space Office Space Private Space Travelling SMS DeviceContext Media Owned Interaction 50. Public Space Office Space Private Space Travelling Bespoke App DeviceContext Media Owned Interaction 51. Public Space Office Space Private Space Travelling Browser Bespoke App DeviceContext Media Owned Interaction 52. Public Space QR Code ActionDeviceContext Media Owned 53. Public Space NFC ActionDeviceContext Media Owned 54. Public Space SMS ActionDeviceContext Media Owned 55. Public Space Browser ActionDeviceContext Media Owned 56. Public Space Social Share QR Code SMSBrowser Camera DeviceContext Media Network Interaction 57. Public Space Office Space Private Space Travelling Browser Social Share ActionDeviceContext Media Borrowed 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