Have you ever pulled out your phone while watching TV during a commercial break? Or maybe you are shopping for products you just seen on a commercial. As double-screening becomes more prevalent, there's a compelling need to understand how consumers interact with multiple devices-particularly their "little screens" (i.e., smartphones) while watching TV, their "big screens." Key takeaways: Identifying the screens that consumers use simultaneously and identifying what triggers consumers to shift from one screen to another. Understanding consumer multitasking behavior while watching their primary screen and their engagement with ads across devices. Understanding how the consumer path to purchase varies by device. Identifying best practices drive successful campaigns Click for more