Winners Annoucned Inaugural "Fourth Screen Awards" For Best Dynamic Content in Out-of-Home Digital Media

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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.

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).

The Fourth Screen Awards judging process makes it possible for there to be more than one Gold, Silver or Bronze winner - or in some cases, no Gold or Silver winners at all - within individual categories. 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"

GOLD WINNER

Awarded to: Alchemy International

Campaign Title: Smirnoff Vodka / Casino Royale

Client: Diageo / Diageo In-Store Screens

Promotional Advertising

GOLD WINNER

Awarded to: The Famous Group

Campaign Title: Toyota Yaris Mobisodes

Client: Saatchi & Saatchi Los Angeles

Silver Winner

Awarded to: Unolink

Campaign Title: Can You See This?

Client: Optica Caroni

Bronze Winner

Awarded to: DraftFCB

Campaign Title: Carphone Warehouse and O2 Stores

Client: Nokia In-Store

Bronze Winner

Awarded to: Met|Hodder

Campaign Title: Pillsbury / Hershey's

Client: Pillsbury / Kroger Network

Brand Advertising

GOLD WINNER

Awarded to: Nike

Campaign Title: Hawk

Client: Nike Retail Network

Silver Winner

Awarded to: Captivate Network

Campaign Title: FedEx Total Shipping Solutions Campaign

Client: FedEx and FedExKinkos

Silver Winner

Awarded to: MediaPlace

Campaign Title: Champs Sports - Behind The Scenes - Nike AirMax

Client: Champs Sports / Champs Sports TV

Bronze Winner

Awarded to: Met|Hodder

Campaign Title: ABC Grey's Anatomy "Seriously"

Client: ABC Entertainment / ABC In-Store Network at Meijer

Interactive Advertising

GOLD WINNER

Awarded to: Polo Ralph Lauren

Campaign Title: Interactive Shopping Experience

Client: Polo Ralph Lauren

Silver Winner

Awarded to: Ecast

Campaign Title: Jeep Compass

Client: Jeep/Ecast Network

Bronze Winner

Awarded to: John Ryan Performance

Campaign Title: Health Savings Account

Client: US Bank

Public Service Announcement

Bronze Winner

Awarded to: DynaTek

Campaign Title: Get Converged!

Client: DynaTek Media Network

Bronze Winner

Awarded to: John Ryan Performance

Campaign Title: Citi Syndicates

Client: CitiBank

The Fourth Screen Award winners were decided by a panel of industry experts representing leading measurement, advertising and creative houses including: William Ratcliffe, Ph.D., Chair; Adam Remson, Publisher, Other Advertising Magazine; Spencer Knisely, Five Families Senior Director In-Store Communication, Best Buy EDG; June Peoples, VP Product Development, DS-IQ; Ryan Laul, Managing Director, PosterScope USA, Aaron Campus, VP Creative, EyeQ Digital, Inc.; and Kent Hodder, Creative Director, CEO, The Metropolitan Group, Met|Hodder.

By all accounts the Fourth Screen Awards were a resounding success. William Ratcliffe, Chair, Judge Panel of the Fourth Screen Awards in reflecting the unanimous view of judges said "Alchemy's Smirnoff spot was the hands down "Best of the Best" winner of the 1st annual Fourth Screen Awards. The judges felt that the entry met a number of objectives extremely well, by adapting existing creative to multiple brand objectives for digital signage application. Objective included engaging shoppers in a positive in-store brand experience, encouraging personal brand interaction, stimulating sales and increasing the brand's stature. Rarely are multiple objectives met with such clarity".

June Eva Peoples, Judge, VP Business Development of DS-IQ, a company that does behavioral targeting for retail digital media advertising, commented: "I was happy to see a high order of creativity in the Award submissions, which suggests to me that the quality and precision of digital media messaging is evolving rapidly."

The Inaugural Fourth Screen Awards (http://www.fourthscreenawards.com) were produced by Strategy Institute, the world's leader in digital signage, in-store TV and narrowcasting education, and held in conjunction with Other Advertising (http://www.otheradvertising.com), the first and only publication dedicated to nontraditional advertising media. Other Advertising brings the news, trends and discussions concerning out-of home and nontraditional marketing to the forefront of the advertising business.

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.

FOR FURTHER INFORMATION CONTACT:

Mark Fairhurst

Communications Executive

Strategy Institute

230 Park Avenue, 10th Floor

New York, NY 10169

Phone: 1.866.453.3345 x242

Fax: 1.866.298.9344

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