As part of the emerging new topics series, a presentation entitled UX: The User Experience Cross-Screen, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A research study including questions, methods, and findings on cross-screen users was presented. The presentation was given by, Richard Zackon-Facilitator for Council for Research Excellence & Rick Ducey- Chief Strategy Officer at BIA/Kelsey.

1. Emerging Hot Topics Part II
UX: The User Experience
Cross-Screen
Richard Zackon Rick Ducey
Facilitator Chief Strategy Officer
Council for Research Excellence BIA/Kelsey

2. CRE Mission
To advance the knowledge and practice of
methodological research on audience
measurement through the active collaboration of
The Nielsen Company and its clients.
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3. CRE Members
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4. Major Projects to Date
Video Consumer Mapping-2009, 2010
Nonresponse Bias-2009
Set Top Box-2010
Media Related Universe Estimates-2010
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5. VCM: Video Consumer Mapping
This CRE research was an observational study of
audience behavior across screens, including other
media and life activities. It looked at viewing as
an objective phenomenon.
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6. UX: The User Experience
Cross-Screen
The CRE is now looking to explore viewing from
the perspective of the viewer, viewing as a
subjective phenomenon.
We are looking at what was once termed
attentiveness, more recently engagement.
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7. UX: Objectives
Phase One was a review of research exploring
current knowledge about the viewer experience to
learn what can be measured and to investigate
promising new measurement methodologies.
Phase Two will be empirical studies based on this
learning to be commissioned by CRE in Fourth
Quarter, 2011
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8. Study of User Experience on Multiple Video
Screens and Formats

9. Research Questions
1. What drives choice of screen for the consumer?
2. How does viewing vary with chosen screen?
3. What are appropriate vocabulary & methodologies
for understanding viewing styles?
4. What is the context of viewing across screens?
5. What are the best methodologies to get at UX?
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10. Body of Research Reviewed
What was “in scope” in terms of
“video content”?
Linear video
Non linear video
Social media
Commercial
Digital Out Of Home
Video games
Cross-platform/integrated media
(e.g., Mobile+TV; PC+TV)
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11. Some Takeaways from Expert
Interviews
Respondents supported the five Research
Questions as “on the mark” and answered them
rather than critiquing them.
Common observations, we need: new integrated
vocabulary; single source measurements or data
fusion; ethnographic and neuroscience research.
“TV” as a cultural phenomenon has been evolving
into new types of technology-enabled
relationships among audiences, advertisers,
content, platforms and devices.
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12. Approach/Methodology
Review of Studies
Industry Research Academic Research
79 studies reviewed 57 studies reviewed
Key studies: Key studies:
– ESPN – Cooper, R. & Tang, T.
– CTAM (2009)
– Microsoft Advertising – Dimmick, J. (2010)
– More studies that were – Jenkins, H. (2003)
proprietary or “not ready – Press, A. & Livingstone, S.
yet” (2006)

13. RQ1 – What drives the choice of
screen?
Best screen available
Best function available
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14. RQ2: How does viewing vary by
screen?
TV gets the lion’s share of time across all groups.
Live vs. on-demand
Cross-platform content experiences
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15. RQ3: Understanding viewing styles
Viewing Style Examples:
Mobile Parents
Live TV
Personal Viewing
Social Viewing
Engaged Viewing
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16. RQ4: Context of use
complementary?
Multi-screen use is complementary not
cannibalistic.
Heavy users of one medium (e.g., TV) are heavy
users of other media (e.g., Internet, gaming).
Different types of user experiences, forms of
engagement encourage multiscreen use versus
picking one screen over another.
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17. RQ5: Best methodologies
Media Exposure Measures Methods
Intended media use
Awareness of options Online panels
Emotions Surveys
Pre viewing
Uses and gratifications sought Focus groups
(Expectations) In-depth Interviews
Perception of medium
Time spent Digital census (devices)
Frequency of use Online surveys
During viewing Engagement Neuroscience/biometrics
Cross-platform use Ethnography/in-depth interviews and
Emotions observation
Purchase intent
Recall
Focus groups
Recognition
Online panels
Memorability
Post viewing Surveys
Favorability
Single source surveys
Satisfaction of Expectations
Data fusion
Complementary use of additional screen to
connect with others or delve deeper into
narrative elements
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18. Video Media Taxonomy – Research
Roadmap

19. Future Directions:
Recommendations
1. Build from a taxonomy to an information architecture.
2. Cross-platform media use cases require cross-platform
metrics.
3. Multi-trait-multi-method matrix approach needed.
4. “Linked Content” research needed to better
understand the evolution of video and social media.
5. Business models need to be better informed by
research.
6. Search, discovery and selection – finding useful
interfaces.
7. We need to think about research on an
“Internet scale.”
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20. UX: Next Steps
June 16th Webinar-ARF Attendees invited
2:30 PM EST
Archive of reviewed research on CRE website
– www.researchexcellence.com
Series of forums for industry discussion
CRE will issue RFP’s for empirical research in 4th Q
2011
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