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?