Terri Walter, Avenue A-Razorfish

Author: Added: 08/07/2008 Duration:168.683 Wednesday, August 06, 2008 "The Fourth Screen": Coming to a Storefront Near You Digital advertising agency Avenue A-Razorfish wants to bring brand experiences to the "fourth screen"--a screen beyond the silver screen, TV, and computer. The term "fourth screen" is sometimes used to refer to mobile phones, but Avenue A-Razorfish has envisioned something larger: the storefront window. Consumers will be able to interact with a brand's website through storefront touch-screens, according to Emerging Media VP Terri Walter. Avenue A-Razorfish unveiled a prototype of its storefront screens for client J.C. Penney at its eighth annual Client Summit. Consumers will also be able to research merchandise on large touch-screens at kiosks inside the stores. AT&T has pilot kiosks in 12 stores nationwide, Megan McIlroy from AdvertisingAge reports. Avenue A-Razorfish has also invested a lot of time in social media, which Terri discusses here. Today, the agency announced that they are partnering with social media technology company Pluck to develop a service called AdLife, which will let users inject homemade content and comments into mainstream digital ads. I interviewed Terri at the Avenue A-Razorfish offices in New York. --Kelsey Blodget, Associate Producer http://www.beet.tv/2008/08/the-fourth-scre.html

Beet TV | August 7, 2008

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