Multiscreening – digital business mainstream

Better Software Group business development plan assumes several directions. We want to be one of the few major players in the global market for Digital Media and Online Video Platform. We believe also in multiscreening and we’re going to be a major player in the TV multiscreen solutions echosystem. Why just multiscreen? Because… we understand well the role of each device. We are aware of all challenges and opportunities.

Multiscreening world 2016

We’re all  living in a multiscreen world 2016. We move between various screens throughout the day.  TV still commands the most time spent of any media channel. But consumers are no longer paying their full attention. The most powerful and dominated devices are smartphones and tablets. More and more budgets are invested in mobile marketing campaigns. Nearly all consumers utilize multiple media devices to accomplish any task. The majority of consumers utilize search to move from one device to another.


Advertisers need mobile optimized websites that are consistent with TV promotions. advertisers now should also be buying mobile search ads that mirror their campaigns. At-home usage is more common than out of home usage, even for smartphones. However smartphones are used almost equally outside the home and during in-store shopping, making it the most versatile of the screens. The age of multiple screens provides the opportunity for advertisers to engage and influence consumers across more channels.

According to the UXMag, multiscreen ecosystems works in terms of two main categories:

  • Consistent experience, where the application and the experience are similar across all screens. In this case, application provides the same search experience across all devices.
  • Complementary experience, where devices work together and communicate with each other in order to create a unique experience.


Multiscreening market data

Google and IPSOS reported that 90 percent of consumers now move sequentially between different screens the same day. 77 percent of TV viewers use another device at the same time in a typical day. Paradoxically, however, TV programs and advertising were found to be a major catalyst for search. A majority of that search behavior took place on smartphones. A recent report from Ericsson ConsumerLab, however, suggests that a large proportion of video consumers worldwide engage in TV-related activities on a second screen as part of their viewing experience – and that many do so regularly. One of the more common activities is browsing the internet relating to the content being watched. Almost one-third (31%) of consumers surveyed reported doing this on at least a weekly basis, up from 23% a couple of years ago. There’s also been a rise in the incidence of online discussions surrounding the content being viewed (19%, up from 17%) and watching two or more programs at the same time (20%, up from 15%).

Multiscreen is not a TV subset. It’s a trend and obvious norm. Following the Ovum, we can recomeend following:

  • content producers and broadcasters should be thinking in terms of cross-platform content rather than TV programming. This shift must cater to future demand for differential, device-specific content.
  • Broadcasters and pay-TV distributors will have to rethink both their distribution and business models, as consumption of professional video entertainment content gravitates inevitably toward multi-device – and in many cases mobile-first – TV.
  • Both traditional and next-generation infrastructure and consumer tech (e.g. set-top box) vendors will need to work across any silos that exist between them to ensure that there is seamless delivery and a seamless user experience (UX) across both regular TV and mobile/multiscreen delivery channels.


Source: Google/ Ipsos, Marketingland, Marketingcharts

Graphic: Precious, FutureExploration