Seeing Double (Or Triple): Refining Multi-Screen Storytelling
One of the defining traits of younger audiences, multi-screen engagement is popular among both Millennials and Generation Z. The latter in particular, are known to typically engage across five screens at once. As these generations become the predominant consumer demographics worldwide, multi-screen storytelling is becoming increasingly vital for brand communications.
This is not a new phenomenon. Presently, 90% of media consumption screen-based – and 70% of people engaging with content do so across multiple screens. However, with evolving audiences engaging across a wider spectrum of screens and experiences, it’s more important than ever before to ensure that each screen is fully optimised and presented as part of an integrated strategy.
For example, with sports, multi-screen usage is simultaneous – audiences view a number of different platforms at the same time to engage with a central event. Conversely, different markets (or older demographics) will engage with different screens sequentially. An evolving news story glimpsed throughout the day on different platforms, for example.
In terms of purchase behaviour, different demographics may also have very different expectations of what information they require from each screen and when they need to access it. To effectively engage modern audiences, storytelling needs to flow as a fully integrated and sustained experience; even as that experience spans many different screens.