Genevieve's thoughts on the "fourth" screen

Always interesting to consult with Genevieve Castelino, as she likes to keep up to date with latest business and technology/media developments.

Hello, Genevieve,

You pointed out recently to the Tribe team how more ads are seen now on incidental screens (in taxis, elevators, doctor's office, etc.) than on traditional broadcast (see link below). Nielsen published a report showing that the "fourth" screen outdid the television, computer and mobile screens. How do you see this change affect the way corporations might deal with their communication needs? And what does it mean in terms of what Tribe does?

http://www.nytimes.com/2010/04/12/business/media/12adco.html?8ad&emc=seiab1

I think what is most important for corporations and us (Tribe) is that non broadcast video is here in a big way and how it is being delivered continues to grow. Traditional/known methods of reaching our consumers and end-users are being challenged every day. Is it fragmentation or new and exciting new ways to reach out? A little bit of both. But the fact is that the only ones who will successfully benefit from new technology are those who embrace it with an open mind, and remain flexible enough to capitalize on it as it unfolds.

For example – Stefany Koslow, one of our collaborators, shared with me this morning this technology -  http://www.zoomino.com/ - touting a webpage being “live, interactive, multi-layered interface”. I  immediately wonder what its relevance beyond huge content publishers who could monetize it is. But what interests me is that it is yet another outlet (hence need) for web video, another media platform to explore and to possibly add to our range.

Thanks, Genevieve, interesting!