Juries for the Inaugural "Fourth Screen Awards" announced Gold Winners in four categories as well as a total of 10 Sliver and Bronze winners at the Annual "Fourth Screen Awards for Best Dynamic Content in Brand, Promotional, Interactive and Public Service Announcement Campaign Awards" showcase held Wednesday February 21st, 2007 at Caesars Palace, Las Vegas.
"The Fourth Screen Awards 2007 was an opportunity to congratulate and learn from the most innovative, creative and effective content developers the out-of-home digital media industry has to offer," says Adam Remson, publisher of Other Advertising Magazine. Adding "it's a way to foster innovation and growth in content production. The Fourth Screen Awards celebrate those groups who have raised the bar for everyone in alternative out-of-home digital media."
Out-of-home digital media is North America's fastest growing new media. It encompasses digital billboards, out-of home TV networks, and place-based media, and continues to show the strongest growth rate gaining 31.6%, according to Veronis Suhler Stevenson 2006 Communications Industry report. The name "Fourth Screen" was chosen for the award as it best represents the essence of this growing media and is the newly established moniker being used by the advertising industry (with TV being the first screen, computers/internet the second and mobile/cellphones the third screen).
Over 50 submissions were received from around the world. Professionals, networks, advertising agencies, specialty creative shops and production houses dedicated to content production in out-of-home digital media entered. If judges determined a Gold winner is representative of the highest standard in content design and effectiveness, they had the opportunity to bestow an even higher honor: "Best of the Best".
"Best of the Best":
Awarded to: Alchemy International
Campaign Title: Smirnoff Vodka / Casino Royale
Client: Diageo/Diageo In-Store Screens
Awarded to: The Famous Group
Campaign Title: Toyota Yaris Mobisodes
Client: Saatchi & Saatchi Los Angeles
Awarded to: Unolink
Campaign Title: Can You See This?
Client: Optica Caroni
Awarded to: DraftFCB
Campaign Title: Carphone Warehouse and O2 Stores
Client: Nokia In-Store
Awarded to: Met|Hodder
Campaign Title: Pillsbury / Hershey's
Client: Pillsbury / Kroger Network
Awarded to: Nike
Campaign Title: Hawk
Client: Nike Retail Network
Awarded to: Captivate Network
Campaign Title: FedEx Total Shipping Solutions Campaign
Client: ABC Entertainment/ABC In-Store Network at Meijer
Awarded to: Polo Ralph Lauren
Campaign Title: Interactive Shopping Experience
Client: Polo Ralph Lauren
Awarded to: Ecast
Campaign Title: Jeep Compass
Client: Jeep/Ecast Network
Awarded to: John Ryan Performance
Campaign Title: Health Savings Account
Client: US Bank
Public Service Announcement:
Awarded to: DynaTek
Campaign Title: Get Converged!
Client: DynaTek Media Network
Awarded to: John Ryan Performance
Campaign Title: Citi Syndicates
The inaugural Fourth Screen Awards were produced by Strategy Institute, producer of digital signage, in-store TV and narrowcasting education, and held in conjunction with Other Advertising (www.otheradvertising.com), the publication dedicated to nontraditional advertising media.
The second annual "Fourth Screen Awards" for best dynamic content in out-of-home digital media will be held in January 2008 in Las Vegas.