Notes from the Emerging Media Council, Thursday, August 14, 2008

What comes after television, the internet and mobile? The fourth screen was the focus for recent Emerging Media Council meeting, chaired by Terri Dwyer of Avenue A | Razorfish. Digital out-of-home advertising is one of the fastest growing segments, seen everywhere from doctors’ offices and gas stations to taxis and hotels. The aim of the meeting was to investigate digital out of home as a medium – how audiences are measured, the metrics for advertising effectiveness, and whether it can stand up to traditional media in the mix. Sixty advertising professionals, including twenty at the ARF’s New York offices, gathered for presentations on digital out-of-home networks, emerging media in the store and a look ahead to retail in 2015.