"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