Great to see a 'social TV' post focused on the marketer angle. We believe that there's great opportunity for brands to complement their 'traditional' TV spots with digital ads integrated into second screen experiences. Our firm enables brands to deliver digital ads in TV companion apps/sites that are sync'd in real-time to TV spots. We've seen huge lift in brand recall and extraordinary high engagement rates in these sync'd ads. As you indicate, the audience is already on the second screen during the shows, and attention is there during commercial breaks. Reaching this audience will be a must for TV advertisers. The innovative ones will create more compelling messages, allowing a brand message to continue its story from TV to second screen.