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.

1. Multi-Screen Briefing
Five by Five

2. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost

3. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost

4. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost

5. Image sourced from the great presentation ’For A Future-Friendly Web’ by @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. Today
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
Source: Tech Radar, Think Mobile UK (Google) conference, Microsoft Tag, October 2012

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

10. Consumers take a multi-device
path to purchase
Source: Google, The Multi Screen World 20012-08

11. Today
The harsh reality

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

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

15. Native vs….

16. Responsive
Source: gap-italia.it

17. Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost

18. Multi-screen – personas
Require a better understanding
of devices owned
Digital outsider Casual User Casual User Professional
Age 69, Age 61, Age 47, User
Housewife, Housewife, Divorced, Age 43,
pensioner pensioner Teacher Married,
Exec Assistant
Trend User Trend User Digital Digital Avante
Age 21, Age 35, Professional Garde Age 32,
Unmarried, Single, Agency Age 39, Single, Creative
Student Exec Married, IT Agency
Director
Source: Five by Five & Precious Forever

19. Multi-screen – touch point matrix
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.
Source: Precious Forever

20. Creative
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

21. Data

22. Social

23. Interactive technology
Face recognition
Voice recognition
Touch
Swipe

24. The Future
Image sourced from the great presentation ’For A Future-Friendly Web’ by @Brad_Frost

25. Thank you!