Nth Screen Technology is the merging of devices, people, and places to create a shared interactive experience. As we move about our daily world, the collection of our images, videos, and always-on mobile screens creates a patchwork view into the complete picture of our surroundings. As advertisers are beginning to take an omni-channel approach to their messaging, consumer device usage and attentions continue to split and grow to the Nth degree.
The key to advertising to the Nth screen experience will be to provide context with meaningful messaging. Mobile advertising’s ability today to deliver the right product message at right time and location still has much to be desired. The way consumers download media is also still a flat existence that does not change content based on our behavior or our friend’s social activity.
Current mobile platform wars between Google’s Android and Apple’s iOS also don’t help the interoperability of adding peer-to-peer device transfer. On the advertising technology side though, cross-platform device retargeting and linking together consumer profiles is taking off. Using advertising to glue together broken user experiences as Nth screen technology evolves will not help with consumer adoption and will never be a smart marketing strategy.
Futurists envision a world where digital technology flows like water taking shape around our non-virtual existence. Often software development looks more like sand enveloping a structure into ancient ruin by breaking down the old distribution systems as we expand our ability to communicate and manage to wider and wider networks. As we look at the beginnings of Nth screen technology with adaptive films and virtual realities, the new applications of how we experience human/computer interaction will continue to change the definition of what is our world.