Ask the Board – February 13, 2017 | WADE FORST

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Can you walk us through the steps for a creative brief and pitch for accounts that require multiscreen solutions?”


Beyond the typical Creative Brief’s contents of project details, brand positioning, objectives, insights, etc., a multiscreen solution adds a level of complexity that can lead to multiple use cases, audience types, personalization and complex metrics. A few categories that are often overlooked or under-developed are: Audience, Environment, Use Cases and Experience. All may not apply right away, but often emerge during the project or post-launch.

Audience

Foot traffic, audience types and footprints vary greatly within physical spaces throughout seasons, months and even hours of the day. Each of these may have a unique blend of characteristics, behaviors and needs that can influence your approach. A morning commuter may have only seconds to engage whereas an evening hour passerby may be in a very different mindset with much longer dwell times.

Audience intelligence and persona development will have great impact, and will affect the performance across your multiscreen experience. Understanding the needs of the audience will not only affect the media and content, but it will also affect the goals and extensions.

Environment

As mentioned above, the environmental challenges around our physical world are equally important to capture in your brief. Understanding traffic patterns, noise volumes, mobile statistics and networks will help dayparting and optimize any engagement and takeaways from the space.

Use Cases

Defining use for a space often has a way of coming back to haunt you. Thinking through possibilities and ensuring all stakeholders have weighed in is very important. However, there are always those instances where an environment is able to flex to something very different based upon a unique need or opportunity. These various use cases for the space will almost always happen, and you should take advantage of the situation and gather insights.

Experience

Experience is a rather large and loaded category, but thinking through the user experience and how they relate to the content can open up possibilities to deliver context. Leverage technology, but keep it as invisible as you can to serve the experience and to create meaningful moments.

About Author

Senior Director, Emerging Experiences
Razorfish/San Francisco

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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