Second-screen content and ad integration will take off in 2012. Almost 20% of U.S. smartphone and tablet owners currently search for TV program information on their device while watching TV, despite the limited availability of synced applications. Creating and enhancing second-screen synergies offer new revenue streams and ad inventory opportunities.

Consumers are becoming more comfortable with personalized TV and Internet advertising. Over one-third of TV and Internet users are comfortable with personalized TV and Internet ad targeting techniques, 38% and 34% respectively. Generally speaking, consumers are more comfortable being targeted by advertisers (involuntarily) and less likely to provide personal information in order to receive ads for products or services of interest.

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