When marketers think of multiscreening, they often see it is a new challenge or obstacle: “How do I compete with the distractions of the smartphone or the tablet, while my audience is watching TV?” Marketers tend to view these distractions as a new problem. They are not.
Nowadays, sewing’s been replaced by smartphones; reading is done on a tablet; and the audience manages their household by laptop. And these behavioral changes open the door to a golden age for digital advertising, because each of these “new” distractions (simultaneous uses) provides an opportunity for additive and engaging connections that were never possible when consumption involved just one screen. Read entire article here>