“Television is the everyman, the familiar, easy relationship in our lives. Computers are sages, a fountain of knowledge where we turn for wisdom and information. Tablets are explorers, where we go on immersive content journeys and discover new things. And finally, mobile phones are lovers, our most personal and intimate screens where content must be highly personal and relevant.” – Marketing Land
We can see the morbidity of man’s obsession with screens in the British science fiction series Black Mirror where each episode features a dark future fostered by technological progress surpassing social development. But no worries: we’re not there yet! But still, on every wall, on every desk, on the wrist, or in the palm of every hand: the cold, shiny screen of a TV, a monitor, a smartwatch, or a smartphone is nearby. Whether you’re in the car, at work, or at home, there is a innate desire to be constantly stimulated and distracted to give our divided attention.
Capitalizing on this new-normal behavior, Facebook tests streaming videos to TV via Apple TV or Google Chromecast, thus truly adding in an intentional second screen to its social media platform. Users are now encouraged to provide live comments and reactions as events unfold before them, further immersing the users in the content. Moreover, during election night coverage, with the anticipation of millions of viewers, there was encouragement from media networks to have viewers partake in active social engagement via social media platforms assuming that they would be multi-screening. Marketers can use this an advantage to gain insight into consumer behavior as their interaction with brands is more transparent than ever.
The challenging task for marketers is to tap into the personalities of the device type, combined with the appropriate social media platform, to create optimal user experiences through user content interaction. As video continues to gain traction as a preferred method of consumption, winning at multiscreen marketing is essential to gain higher organic reach than other types of content. As marketers hunt for new opportunities to unite the digital experience of individuals with their natural tendencies, the immersive technologies of multi-screening provides a perfect fit to fulfill a user’s desires.