Commentary

A Multiplatform Family in a Fragmented World

  • by August 18, 2011
As a family case study, I can vouch for the fact that people consume content on multiple devices. Take a standard family of four for instance. We don't break after dinner and then sit down to watch "Modern Family" together -- we grab a device, and it's every man, woman and child for themselves.

I understand that not every family is like this, but I can tell you firsthand what a multiplatform world looks like under one roof: -Girl, 10. Plays on a tablet device that her parents own, has a laptop, an iPod touch and a cell phone.

-Boy, 13. Also plays on tablet (sometimes fighting for the same one), has a Blackberry, a laptop, a portable gaming device, as well as a video game console.

-Wife. Uses a Blackberry and a laptop.

-Husband. Uses tablet, laptop, and Blackberry (bordering on addiction).

That makes 13 devices between four people in one family. I don't even want to think about how many ad impressions we're exposed to across all of those platforms on a daily basis.

But what really intrigues me from an industry perspective, is how many media plans it takes to engage the same household that not too long ago was reached through TV commercials, newspapers, magazines and radio ads.

With all of these devices being used daily, it's imperative that brands and agencies execute plans across each platform, while keeping content engaging.

Advertising is a powerful medium to connect brands to consumers. While we all know advertising works, in this day of fragmentation, brands need to create content that will speak to their target audiences and engage them no matter what the device or platform.

One thing we know is true; people want to be entertained.

However, more people of all ages are migrating away from the TV and looking elsewhere for entertainment. As arguably the most engaging way to touch consumers, video needs to be top of mind for brands. They should partner with companies that can create and distribute video content across every platform.

It's up to the agencies to educate their clients -- and push them to experiment with the producers of video content to create and test these platforms.

Families everywhere are out there waiting for it.

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