The Four-Screen Hierarchy Is A Reality
Rosen recommended Google's research study, released two weeks ago, research around device behaviour – 90% interactions are screen-based, with just 10% print. The study also confirmed how we use a number of devices to achieve a goal, with 67% of those studied behaving this way for online shopping.
We've just reached the stage where a hierarchy of screens has become a reality, Rosen said. A minimum of a four-screen strategy is needed: touch screen, tablet, point and click and keypad. Smartphones are always connected and are the backbone of information; tablets tend to be the entertainment and home screen, with 80% usage in the home, a 'feet up browsing', couch commerce; the point and click screen is the 'most evolved user experience', the productive and informed screen used for work and research; and TV is the home hub, having the longest session of all screens. TV is the device that uses dual-screening most, Rosen added. The challenge for brands is finding the screen hierarchy for their users.
Recent Show Daily Articles
-
The Search for Fake Pre-Roll May 21, 4:39 p.m.
Auto-play digital commercials aren't in particularly good favor among digital video consumers -- or unknowing ...
-
How Social Is Transforming TV May 21, 3:31 p.m.
Live from OMMA Video, Viacom Media Networks is unveiling its findings from “When Networks Network: TV ...
-
One Video Agency To Watch May 21, 2:46 p.m.
In the market for a video agency capable of creating ads that are as sharp and ...
-
Strange Brand Fellows: Vice & Fidelity May 21, 2:35 p.m.
I’m not entirely sure what the whole backstory was, but Chris Needham, VP-digital marketing at Fidelity ...
-
Fidelity Frowns On In-Banner Video May 21, 2:05 p.m.
On hand for the afternoon keynote at OMMA Video is Chris Needham, VP, Digital Marketing, Fidelity ...
-
Is NewFronts-Upfront Merger Coming? May 21, 1:05 p.m.
Wrapping up the OMMA Video panel assessing this year’s NewFront, moderator Mike Bloxham asked how long ...
-
The Bull That Was The Rumored $1B NewFront May 21, 12:40 p.m.
In the run-up to this year’s Digital NewFront events, it was predicted by some that advertisers ...
-
Newfronts: Failure to follow the consumer? May 21, 12:25 p.m.
Newfronts made big news -- but what was the substance? "There was a lot ...
-
Subway Serves Up Original Content May 21, 11:54 a.m.
Subway knows something about product placement, but don't tell that to Caitlin Burke, Senior Marketing Manager ...
-
Are Content Aggregators Eating Creators' Lunch? May 21, 10:58 a.m.
As more aggregators (think Google) get into content production, “Are content creators screwed?” Ashkan Karbasfrooshan -- ...
Be the first to comment on "The Four-Screen Hierarchy Is A Reality"
Leave a Comment