So, what is the 11^th screen, you ask?  Here’s my simple answer:

In technology terms, we consume and engage with media through different “screens.” 

1^st screen = big screen (cinema)

2^nd screen = TV

3^rd screen = computer

4^th screen = mobile phone

5^th screen = digital signage

And I would add a 6^th screen = everything else. 

This “everything else” bucket is so big and contains so many different types and ways of consuming and engaging with media, I don’t think it’s fair to just call it the 6^th Screen.  It could be the 6^th, 7^th or 8^th Screen, really.  In this bucket, everything seems to be changing every day, in large part due to technology and in larger part, due to great, progressive thinking.  Mini turns a standard billboard into a real-life LA Story experience through the use of RFID.  Spore turns a poster into a mobile coupon with QR Codes.  And Microsoft turns tables into deep, social shopping experiences with their multi-touch surface tables.  These are all examples of the types of engagement that have been and continue be created in this bucket.  (We will explore many more.) 

So, I bring you a different, much larger bucket and in the interest of staying ahead of the curve, I will call it the 11^th Screen.