Glossary
1st Screen Motion pictures, the first in the historic progression of communication screens.
2nd Screen Television, the second in the historic progression of communication screens.
3rd Screen Computers, especially in combination with the World Wide Web.
4th Screen Mobile handheld devices, such as cellular telephones.
5th Screen Digital signage and other digital out-of-home displays.
Ad rotation duration The amount of time it takes for all digital signage announcements in one rotation to display.
Aided recall A research method often used to measure audience retention of advertising content. In an aided recall study, subjects might be shown an advertisement and asked if they've seen it before.
Animation A series of images captured on still ...
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