Only last week we wrote about the 3rd and 4th Screens [1]…
Common wisdom says that the 1st screen is your TV set, the 2nd screen your laptop, the 3rd screen in some shape or form is High Impact, Retail and / or Captive Audience networks (i.e. Digital Out of Home) leaving the 4th screen being your mobile phone!!!
And didn’t we just receive a hell of a lot of mail about whether we were correct or not with the order of the 3rd and 4th screen definitions – these BTW are / were not our definitions BUT what we (still) believe to be ‘common wisdom’ – Google it and we think you will agree with us.
Anyway along come NSR with an article entitled “Can any Screen be a Digital Sign? [2]” in which it tries to include cinema as one of the ‘screens’ and then asks the question “Is Digital Signage the Fifth Screen?” – arrrghhh!!
We think they are missing the point somewhat – the importance of cinema in their eyes pertains very much to their part of the world – and much of the research, execs and books they quote are Indian-centric.
If digital signage (we prefer digital out of home as you know) slips any further down the list of ‘screens’ it will, at this rate, be behind / underneath the GPS Navigation system in your car!!!