Why brands need to embrace dual screening

Two-timing the TV has been going on for years - from getting up during the adverts to make a cup of tea, to grannies doing their knitting during an episode of Corrie. And now, advertising brands have mobiles and tablets to contend with as well. However, instead of brands seeing these as a threat, they should be using dual screening as an opportunity to get people talking about them, says Starcom MediaVest's Steve Smith.

Nearly half of smartphone owners (48%) and well over three quarters of tablet owners (80%) regularly use their devices whilst watching TV (InMobile and Mobext 2012).

These figures are considerable and even worrisome to some brand owners. Yet it is easy to forget that television viewers have always given themselves to different tasks whilst the television is on, from going out to the kitchen to make a cup of tea during the ad break, to talking on the phone or even grannies doing the knitting whilst watching Coronation Street  read more http://connectedconsumer.mediatel.co.uk/insight/article/why-brands-need-to-embrace-dual-screening/