Multi-screen viewing and transmedia storytelling: How marketers will turn multiple device ownership into brand immersion
There are two critical dynamics occurring today that will impact the way we consume and share content, and the way that content is presented: multi-screen viewing and transmedia storytelling. Both are challenging the entire concept of how we view “channels”, storytelling, and brand/consumer interactions.
Here are some insights that help make the point. A May 2012 study conducted by the IAB (Interactive Advertising Bureau) of nearly 2000 US consumers over the age of 18 found that “52% report that it’s somewhat or very likely that they’re using another device while watching television.” That percentage rose to 60% of smartphone users and 65% of tablet owners. So the more screens a person owns the more likely they’re using one or more of those while watching TV.
We have recently completed a long-overdue relaunch of the website for Future Exploration Network. In many ways it is also a relaunch of the company.
Future Exploration Network was established in early 2006. The name says it all really: it is a network to explore the future.
Our first public venture was the Future of Media Summit 2006, the first conference ever held simultaneously in two continents, with live video and social media linking panel and audience conversations between Sydney and San Francisco, followed by other events around the future of work, organizations, and entrepreneurship.