Multi Screen Digital Production
Date: Fri, 01/06/2012 - 11:36am
TV is still one of the most dominant formats around and has been called the first screen in terms of digital consumption. Our company, Studio llc, started just as the second screen wave got really crazy and in ten years has seen worldwide pages jump to over 1 trillion in 2010. That second screen became the PC and helped begin what Studio produces today, which is multi - screen digital production. We began our mobile work in 2003 with WAP sites and then fast forward 9 years, and mobile has become the third screen with apps and custom mobile HTML sites. Recently, with the introduction of the iPad, the tablet is becoming a fourth screen. Layer on social media and it's becoming confusing for brands to know what they need to produce for digital consumption.
However, where there is confusion there is certainly opportunity for nimble brands to capitalize on each screen by producing digital content for multiple screens: TV, PC, Mobile and tablet. But is the opportunity justifiable? It turns out that in a case study from Volvo that by advertising across multiple screens can raise brand awareness by many percentage points. In a study in conjunction with Google , by advertising across multiple screens Volvo was able to increase their brand awareness. Specifically:
- 74% of people had brand recall when exposed to ads on mobile and TV v. 50% on TV alone.
- 39% of people exposed to a four car sedan on multiple screens remembered the car v. 20% from just TV
- People use devices at different times of day so by advertising on multiple formats increases brand awareness. For example, most people use the PC during work time from 9-5, while tablet and mobile usage spikes in the evening from 7:00 - 11:00
Clearly as we continue to evolve, being able to successfully bring advertising onto a new screen represents an opportunity for brands to increase their presence and indirectly their sales. However, producing digital for multiple screens takes a certain degree of expertise to not only maximize each screen's core functionality but keep the consistency of the brand message across those devices.
