Sync apps: Leveraging the power of second screen apps for TV advertising
Dan Aversano, Devra Jacobs, Pamela Marsh and Huda Shalhoub Turner Broadcasting, Innerscope Research and Annalect/OMD
Introduction
Not long ago, the term "second-screen behavior" would have conjured up the image of a room with two televisions in it. But gone are the days when the television in the room commandeered most of the attention of the viewers at the expense of yelping dogs and crying babies. The family television now shares the room with mobile phones and tablets, and what may have seemed inconceivable 15 or 20 years...