2 Screens Bad. 4 Screens Good.

A new study from Google (The New Multi-Screen World: Understanding Cross Platform Consumer Behaviour, August 2012)  has some interesting pointers when it comes to building the content across various screens for campaigns.

Most of it reinforces common sense.  I love how concise it is.

Some great thought-starters for those of us who design campaign experiences:

The four screens account for 90% of all media interactions.

The phone is the most common starting point and the most common companion device.

TV is the major prompt for search.

There are 2 forms of Multiscreening behaviour:

1. Sequential Screening

2. Simultaneous Screening

Which breaks out into 2 groups. Unrelated activity and Complementary activity.

Where do you take the consumer after they have seen your ad, or while they are watching your ad?


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: