Navigating the Multi-Screen Universe
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The document discusses the evolution of media consumption, highlighting the shift from traditional media to a multi-screen universe driven by smartphones and tablets. It emphasizes the importance of understanding audience behavior and device usage in advertising, categorizing screen usage into various types like content grazing and investigative spider webbing. To effectively reach fragmented audiences, advertisers must consider factors such as audience demographics, intentions, context, and the specific devices being used.
Navigating the Multi-Screen Universe
- 1. by Dr. Sean Carton Navigating the Multi- Screen Universe
- 2. August 2015 When it comes to advertising, most of us have been brought up to think of “media” as two separate realms. Traditional Digital VS (TV, print, outdoor and radio) (Display, search, in-app, microsites)
- 3. August 2015 We tend to think that each medium and each format within that medium exists on its own. Television separate from radio Search separate from online display Mobile web ads separate from mobile video ads
- 4. Unfortunately in today’s media universe, thinking in terms of these divisions is dead wrong. The world’s moved on. We’re in a whole new media universe. August 2015
- 5. The Rise and the Fall August 2015 of Convergence
- 6. August 2015 As web usage in the early 1990s spread people began to use it as a way to publish their own content… Overtime people began putting video, music, games and other digital content online…making it not a medium but a metamedium (a medium of media).
- 8. New types of screens started to pop up, screens that allowed us to access content over the Internet in a way that didn’t feel like using a computer and didn't feel like television. Screens that were a lot smaller, more portable, and personal. Then something changed… August 2015
- 9. August 2015 Now we call it… Divergence?
- 10. August 2015 Instead of one screen convergence we got multiple screens that allowed us to multitask our content consumption in a very personal way. The advent of the smartphone and tablet marked the beginning of the multi-screen universe we find ourselves in today. Then, everything started to look totally different.
- 11. August 2015 First, young people started watching less and less TV. In 2011, 18-24 year olds watched an average of 26 hours of TV per week By Q1 of 2015, that number had dropped to 18 hours. Neilson Report
- 12. According research published by MillwardBrown, consumers are spending: 151 minutes per day on their smartphone. 147 minutes per day watching TV. 103 minutes per day on their laptops. August 2015 And where is that time going?
- 13. But the real question isn’t what are we doing instead of watching TV, but what are we doing while watching TV? August 2015 In a study done by YuMe the test group spent just 53% of the time singularly watching TV when other devices were available…after only 4 minutes, they spent 19% of the time watching TV.
- 14. So why does our attention wander so quickly? August 2015
- 15. According to the MillwardBrown study… 43% just wanted to “fill time” 26% were “busy and just needed to get things done” 36% weren’t ever really watching TV at all…it was “just background noise.” August 2015 21% were “bored with TV.” 38% were keeping up with their friends on social media
- 16. August 2015 Not good right? Simply put, if these numbers are generalized to the entire TV watching population (or, in the very least, the 64% who own smartphones, it means that a big chunk of the TV audience aren’t watching TV at all. The TV’s on, but nobody’s home.
- 17. August 2015 As unfortunate as this may be, this is still our audience, and we need to target them. So let’s get busy.
- 18. Microsoft found that simultaneous screen use could be classified into four categories: August 2015 Content Grazing Social Spider Webbing Quantum usage Investigative Spider Wedding
- 19. August 2015 Content Grazing (68% of respondents) Engaging in behavior to distract themselves.
- 20. August 2015 Social Spider Webbing (39% of respondents) Connecting and sharing with others while doing something else.
- 21. August 2015 Investigative Spider Wedding (57% of respondents) Simultaneous usage for gathering information on a topic or discovering new things (e.g. Researching actors on IMDB.com while watching a movie.
- 22. August 2015 Quantum usage (46% of respondents) Sequential, content based browsing. Moving from one link to another.
- 23. August 2015 Additionally…we can look at channels to determine how our audiences are acting. For example, a study by ShareThis (reported on ClickZ.com) found that Twitter usage peaks during events while Reddit peaked after events. This tells us that people were using Twitter while watching TV, and then used Reddit afterwards.
- 24. August 2015 Reaching these fragmented audiences requires advertisers to understand what device the target audience is using and what they’re using it for. It requires us to locate them.
- 25. August 2015 In the physical world we look at four dimensions to demine location. Width (X) Height (Y) Depth (Z) Time (T) Navigating the multi-screen universe requires knowing four dimensions as well: Audience (who) Intention (why) Context (where or when) Device (what)
- 26. August 2015 1. Age 2. Sex 3. Ethnicity 4. Income 5. Etc. Audience:
- 27. August 2015 Why someone is using a particular device. Are they research? Are they browsing? How much information do they need? Intention
- 28. August 2015 How the persons environment is effective them…are they on their lunch break? Are they with their family? Are they in a rush? Context
- 29. August 2015 Smartphones are popular for frequent usage over the course of a day as a connector, boredom-killer, on-the-spot advisor, and navigator. Device Laptop and desktop computers function as tools of creation, portals to information, crunchers of numbers, and organizers of all the information we collect throughout our lives. Tablets are somewhere in-between, performing many of the functions reserved for laptops and desktops but in a personal way more akin to a smartphone.
- 30. So let’s take a test… Say we want to reach prospective undergraduate students of a college. They have an idea of what type of school they want and are trying to narrow their list down to their top five schools. They have to start applying in a month. August 2015
- 31. Audience: prospective students between 16-18 who are interested in attending college. Intention: they want to pick a college that’s right for them. Context: in their home (or primary domicile) focused on searching Device: laptop or desktop, either in their bedroom or in a public area in the home. August 2015 Given these four dimensions, how can we reach our audience?
- 32. August 2015 Since they’re engaged in a search, use paid search or listings on college ranking web sites. Because they’re home they have time to read more information than they would if they were reading off their phone and they probably have some older adults to share their findings with. With access to a laptop or desktop we can offer them more processor-intensive, immersive experiences such as high definition video or graphically-intense interactive pieces (e.g. virtual tours of a campus).
- 33. August 2015 In advertising we’re constantly trying to navigate an ever-changing media landscape to find our audience. While the massive cultural shifts of the past few years make the landscape of the future less predictable, if we understand the dimensions we need to navigate we can begin mapping out the territory.
- 34. Read the full Whitepaper at: August 2015 http://idfive.com/navigating-the-multi-screen-universe/
- 35. Sign up for idfive’s monthly whitepaper