IAB Spain (Interactive Advertising Bureau) has just released the White Paper: “Digital Signage, the fourth screen”. The document, intended to advertisers and advertising agencies, details all key aspects of the digital signage industry: content, technology, audience measurement metrics, integration with other digital media, etc.

The document has been realized by IAB’s digital signage committee, that gathers some of the leading Spanish players in the sector, with the help from companies like Nielsen and OJD Interactiva (auditor of media such as ABC in the U.S.).

To our knowledge, Spain is the first country that tries to unify digital media (Internet, mobile, DS) around the work of a single industry association (IAB), in order that digital signage is not seen as an independent medium, but a part in the advertisers’ overall digital marketing plan.