Second screens a 2-edged sword for marketers

03/31/2013 | Adweek

Viewers' use of mobile second screens while watching television can cut both ways for marketers, according to a Time Warner Medialab study. While it's more difficult to capture attention on one screen while another is available, advertising that is coordinated among screens can improve consumer engagement. The issue takes on added importance as research shows 60% of mobile owners multitask among screens.

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