Monthly Archives: March 2017

multiscreen

Creating videos for the multiscreen world

Living the Screen Age

We are yet not aware how quickly the screens have taken over our lives. From an information tool, the screens have become a sole provider of not only information, but also entertainment, connectivity, communication, transactions, controlling, education and even friendship… Today, there is a different screen for every purpose and every need. And we spend hours gazing into them like in and endless pond of the unknown.

 “People have always loved watching screens. We have all felt the attraction. 00xp-screens-master768In early days of television, before we got a set of our own, I remember the fascination of televisions on display in store windows. Like everyone else, I’d stand on the street gazing in the magic of the moving images and feel the future had arrived.” – Kevin Roberts, CEO Worldwide Saatchi&Saatchi.

But what are we looking at? A better self? More useful information? Our ideal friends, products or services? And with this entire constant screen looking, now more than ever, the content, context and usage of all those screens with skill and creativity has become even bigger of a challenge.

The world revolving around multiscreen

The family of screens has grown multi-numerous. From Totem screens, to Television screen, Computers, Tablets, Laptops, Home theater screen, Smartphones, Gaming consoles, macbook-apple-imac-computer-39284Music players, Movie theatres, Billboard screens, In-flight screens, Car screens, ATM screens,  Security screens… We touch them, we tap them, pinch, zoom, swipe… We fully interact with each and every screen around us, drawing everything out from them.  They feel real, intimate, they deliver content and at the same time the screens are physical, likeable, they love to play. They have become our loyal companion who tells us stories, makes us connected and most of all, shows us we belong in this world.

“If you can’t deal with screen language, you aren’t literate. – John Seely Brown

Today all publishers, creators and storytellers are speaking the screen language. They are trying to convey the right content for the rights screen day-to-day. And delivering it foregoes knowing the audience, the screen evolvement and creating a superb story.

During this screen evolvement days, the sight, sound and motion have become the best formula for speaking the screen language. Or to put it simple – the video. Videos have become the ideal technique for telling stories. Having something to watch, that has visual content in motion, combined with audio is the absolute best way to deliver the on-screen story.  People urge excitement; they are passionate about music, they are attracted by color and motion. And when shaping all the ingredients into one contextually right product, you will easily deliver your message.

Are all screens equal?

Do they look and feel equal? No. Every single different platform has different viewing concepts. The media has dramatically evolved after the “digital” happened. multiscreenAll the new screens that emerge require more and different content. The divergence of screens comes in many different matters, whether is the size, the media, and the purpose which of course dictates the content itself.

Nowadays, as Smartphones has become the backbone of our daily media interactions. They have the highest number of user interactions per day, making the TV the boring screen. Nevertheless, in this digital era, even with this variety of screens, people try to expand even wider and create new media and new innovative ways of spreading their messages. So, not only have the screens evolved. The consumers themselves have also evolved. They’ve developed different consumer needs. They require different storytelling styles. Viewers no longer put up with unattractive content. They want to skip whatever bores them. And over the days, the viewers have become less tolerant to digital ads then TV ones. They skip ads or pay premium to have ads free content. The TV content is more often viewed on demand, meaning that the audience that seats passively in front of the TV is constantly lowering.

Can the same video be used in all screens?

The ultimate and most frequently asked question. Whether is an attempt for saving money or time, most of the clients would rather have the same video to be played on all platforms. Is that the right decision? Certainly and absolutely not. The single story creates stereotypes, closed perceptions and the multiscreen world is the utter contrary. Every platform expands to new wealth of possibilities and most importantly they create a unique, direct and emotional connection with the consumers. And not only the context but the duration is also of great importance in video content. As TV charges broadcasting per second and you should optimize your messaging based on the media budgets, the problem on the digital platforms is entirely different. No one watches video content longer than 15 seconds on social Medias. So another problem occurs. Telling your story right and telling it short.

storytelling-multiscreenThe power of storytelling

As Wittgenstein wrote, “The limits of my language mean the limits of my world.” Great stories are broad yet are easy to understand. Great stories touch us, they are contagious, connect with emotions. They have context, introduce us to great characters, teach us something new, something smart, and open us up to new worlds, especially to the world of our imagination. But all along, every story follows a simple idea: What happens next?

Emotion is what makes a story memorable and inspiring. Stories engage us, feed our curiosity, and make us want to consume more. And the storytelling is just that; creating an emotional experience and passionate commitment between the story and its viewer or the reader.

“There are three rules for writing a novel. Unfortunately, no one knows what they are.” – W. Somerset

In the past years the amount of information that is being communicated on daily basis has overwhelmed the traditional storytelling styles. But thanks to all the exploring possibilities, the new storytellers inquire new answers to the digital age. Their stories are built to overcome the information overload and be placed in the multiscreen as their home. Or as writer Barry Holstun Lopes have said “Everything is held together with stories. That is all that is holding us together, stories and compassion.”

The right video for every viewer

People like to do several things at the same time. Screen experience is really important to them especially when they spend most of their time holding one and receiving all the info from it. But people differently engage digital content. TV watchers are becoming the fading audience beaten by on-the-go generation that consumes as many messages as possible. So what would the right way to deliver the right video to the right viewer?

Emotion. No matter when, no matter what, the video should always have and create a certain emotion. This will further connect your customer to your brand. So, when doing a video-multiscreenvideo you should always ask yourself is your video enjoyable in all contexts? Does it create and emotional response? Does it have enjoyable yet engaging creative?  And believe it or not, the best way to achieve the emotion is with combination of audio and video. Never go mute. And if you do, always use subtitles. It is important your video works on mute. So put supers, eye-catching details. Your viewer should be attracted in the first 3 seconds, or he will continue scrolling on his home page. Another important thing in contextualizing is the video length. The video should never be it longer then is has to be. Attract the viewers in the first 3 seconds and finish your video in 15 to 20 seconds.  Be catchy, straightforward and use nice colors and motion. And be smart. Optimize your videos for all the devices you plan to use. Stretch them optimally on how people view it.  Think like you are in their mobile devices, tablets and their social medias. And last but not least, use smart branding. Show your brand, product or service in the manner of the platform you set the video for. Be a brand who thinks like its consumers, get close to them and give them exactly what they want.

SmartCity

Smart cities, are we living there?

IoT is changing the game

We are all digitalists. Modern citizens living in a modern, digitalized era. IoT-Smart-CityEvery day we wake up more connected and more productive thanks to the tools and devices out there helping us to have all the complex things in life done simpler. What was once the Internet is now The Internet of Things. All the digital solutions are now making life more endurable and enjoyable and goods more approachable. The Internet of things is the smooth switch to smart technologies, helping us to save energy, to improve our safety, and even improve our business. And the game is truly being changed since we’re starting to live in completely connected homes and the living is made so much simpler and easier thanks to Smart Cities.

Enhancing the quality of life

The sole purpose of connected-life premises is not only to have your friends online at all time, but to make life easier and people more self-aware, mindful and conscientious. smartCityThe new digital dimension enhances the quality of life. It helps people gather real-time information that can help and improve living in so many spheres. The intelligent solutions are helping in saving the environment by cutting energy use, lowering carbon emissions, reshaping and lowering waste production. The new digital platforms will help calculate the quantity of water drops we use thus saving the amount of water we spend. They will increase the security of each and every one of us. Smart solutions will reduce dangerous jobs for people, making them being operated more safely and much more effectively by autonomous and self-driving devices. The benefits will also emerge in the fields like medicine, architecture, economy, education and even entertainment, making our lives better by all means.

The cities of the future

We live in the same cities as before, now much more improved. The cities themselves are changing and adapting to this new digital dimension providing the citizens an easier and more comfortable life. All this thanks to the M2M technology that enables actions and information exchange of all networked devices without any human assistance. Urban environments are already experiencing the benefits of Intelligent lighting, the self-driving public transport, the Intelligent Traffic management. So how will our everyday life be better living in the smart city? Let’s have a common, yet not a pleasant scenario: if a gas leeks, SmartCitythe smart home sensors will be able to detect the change and notify the officials, who will be able to immediately locate the nearest available crew to be sent onsite. The automatic traffic lights will be adjusted so the field crew gets onsite quickly, while the digital signage could inform the other traffic participants of the situation and alert them on driving changes. The other residents of the building could be alerted immediately, they would be able to leave the site with the automatically set public transport, and they could also participate in further sharing of the information in order to have the problem fixed in the fastest and easiest possible way. It is a simple example of how smart city technology could help and make living more enduring and cities more adaptable to its communities and citizens.

smartcity

Smart City solutions

Smart City solutions are based on the critical points of living in big cities. And the Smart parking systems are among the best solutions because they notify the drivers when a free parking spot emerges and in big cities with a lot of vehicles, this will mean lowering the citizens’ time and the air polluting. Or in numbers, by lowering the average parking-search time from 15 to just 12 minutes will lower the CO2 emissions by 400 tones in cities with average 5 million people. Nowadays, most of the bigger cities have interconnected and using Intelligent transport systems. This helps in public transport coordination and providing real-time information. Smart taxis are helping the customers even now, enabling them to book a car with an application, while using their location to find their quickest ride available. smartcityAnother popular Smart City solution is the Traffic management. Having monitoring of all road systems and informing the drivers of their best route at any given time. The traffic management solutions will automatically manage the traffic lights and reduce overcrowding to the minimum. There are cities that are currently testing the systems of Smart grids. This solution will provide the necessary amount of electricity depending on the demand, maximizing the power efficiency. On the line of electricity saving, the Smart urban lighting will also reduce the energy waste by adjusting the intensity of the light depending on the people who are around or turning it down when nobody is on the street. In living the environmentally friendly lives, Smart containers and Waste management help people a lot. These solutions will increase the efficiency in waste collection leaving the cities cleaner. Smart Cities are cutting down the billboards, printed posters and delivering the information on the Digital-signage. All of the urban ads will now be tailored to each citizen personally helping the customers to see and buy things they like with app clicks from the signage. As technology grows bigger, the innovations become smarter providing help in all aspects. The future Smart city maintenance will help the citizens to communicate with city representatives through their smartphones making the city damages being repaired faster.  And all that, without any human assistance. Only technology solutions.

Masdar City in Abu Dhabi

There are few great examples of Smart Cities around the world and the 67cb5dfc24e7ccb676970e9c87fd91dfMasdar City in Abu Dhabi is one of them. Having relying only on solar and renewable energy sources, this city with its unique construction was created to be a sustainable and very friendly to pedestrians and cyclists. The construction itself, helps in maintaining a pleasant temperature and having a breeze push for a slight cooling effect. The buildings in Masdar assembled closely together to create streets and sidewalks shielded from the sun. Initially, the design of the cities banned cars and the transport is via public mass-transit and personal-rapid-transit (PRT) systems, onto the existing roads and railways.

Amsterdam Smart City

Another city that pushes itself to innovativity and smart solutions is Netherlands capital, Amsterdam. Over the years Amsterdam has become social, open and sustainable European1019-header-94793a6c02879bdbda21ff86a963b201-ASC_V2G_infographic_770.jpg pearl promoting IoT challenges, involving more than 100.000 Energy Neutral Homes, motivating and involving the residents and homeowners to develop cost effective and sustainable houses in their neighborhoods. They have already implemented the Smart Parking and the Smart Waste solution and over the years Amsterdam is known for the bike-friendly living and Smart Transport solutions, running on solar or renewable energy.

By now we all want to live in a city that is fully digital that offers smart solutions and helps us in delivering easy living. Unfortunately, for full implementation, we’ll have to wait a while, or move to a smarter place.