Consumers are leveraging multiple screens via TV and mobile devices more and more, and marketers need to wrap their heads around making the most of this practice. Marketers need to 
appreciate the behavior and mindset of multiscreening audiences and must integrate ads with primary screen content. They must also come to understand which devices specific audiences prefer and how they are using them in order to come up with the right strategy and campaigns.
Millward Brown director, research Joline McGoldrick provides an overview of her company’s recent AdReaction report for Forbes.
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