In advertising and marketing communication, fourth screen, or sometimes third screen, refers to a small portable video screen such as a

mobile phone A mobile phone or cell phone is a portable telephone that allows users to make and receive calls over a radio frequency link while moving within a designated telephone service area, unlike fixed-location phones ( landline phones). This rad ...

portable media player A portable media player (PMP) or digital audio player (DAP) is a portable consumer electronics device capable of storing and playing digital media such as audio, images, and video files. Normally they refer to small, Electric battery, batter ...

. Today, people use mobile devices in ways that open new possibilities for documentary practice.

History

The term fourth screen originates in reference to the actual historical sequence in the development of video screens. With the rapid proliferation of video networks in non-traditional spots such as movie theaters, bars and restaurants, gas stations, health clubs, and other place-based venues a category entitled "fourth screen" was created. The first three screens are considered: TV, Internet, and Mobile. The fourth screen is mainly used in the advertising and media space with the explanation and use of

digital signage Digital signage is a segment of electronic signage that uses Electronic visual display, digital display technologies to present multimedia content in both public and private environments. Content may include video, images, text, or interactive me ...

. With the proliferation of technology, digital signage has expanded in this "fourth screen" section to include movie theaters, gas stations and health clubs. One of the leading digital signage companies in movie theaters is

Screenvision Screenvision Media is a cinema advertising and film distribution company in the United States. The Screenvision Media cinema advertising network includes over 15,000 screens, more than 2,400 theatre locations, and 335 universities in every sta ...

, with over 14,400 screens in the US. Other leaders in the "fourth screen" marketplace are Gas Station TV and Zephyr Media Inc; GSTV generates over 32 million digital signage impressions every month and Zephyr Media Inc on their US Army Network over 25 million digital signage impressions a month. In a recent Nielsen "Fourth Screen" Market report, Nielsen identifies that the digital screens in the "fourth screen" category generated over 237 million monthly exposures to persons 18+years or older. They go on to outline the various companies that are leaders in the space that include screenvision, NCM, Capitvate, GSTV and IndoorDirect. Nielsen's "Fourth Screen Network Audience Report" enables direct comparisons between digital place-based video networks and other video networks, including TV and Internet. The video screens again are: #

television Television (TV) is a telecommunication medium for transmitting moving images and sound. Additionally, the term can refer to a physical television set rather than the medium of transmission. Television is a mass medium for advertising, ...

(TV) #

personal computer A personal computer, commonly referred to as PC or computer, is a computer designed for individual use. It is typically used for tasks such as Word processor, word processing, web browser, internet browsing, email, multimedia playback, and PC ...

(PC), or Internet #mobile telephone screens #out of home

References

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