Q&A WITH NATALIE BOKENHAM

Behind The Boom In Second-Screen Usage

The TV industry came up with the term “second screen” to apply to other devices being used while watching television, such as smartphones, tablets and laptops. But it’s become apparent that, moving forward, those screens are stealing more and more of viewers’ primary focus. Natalie Bokenham, director of strategy at IPG Media Lab, talks about why the second screen is not the enemy of the TV industry, how it has evolved over the past few years, and what media buyers and planners need to know about it.