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“From Millward Brown’s 2014 AdReaction report, we see that, on average, multiscreen users in the US ages 16 to 45 spend 68 minutes using a smartphone while watching TV, and 24 minutes using a tablet while watching TV,” she said. “These numbers suggest the ability of a novel app, with a good user experience, to command a lot of time and attention from multiscreen audiences.

“Furthermore, the interactivity that could be offered by second screen apps is also something that resonates with audiences. The key is that second screen apps have to make the second screen experience easy and related and plug in to the content on the first screen rather than just the advertising.”

Overall, second screen experiences appear to be moving away from check-ins in a reflection of how viewers are increasingly watching multiple episodes of a show in one sitting. In fact, the least favorite activities for second-screen viewers are using an app to identify music on a TV show being watched (15 percent) and checking in to a TV program via an app (12 percent).

In comparison, 32 percent browse the Web for information about what they are watching on TV, 25 percent research products seen on TV, 21 percent chat with friends about a show, 20 percent post status updates, 18 percent visit a show's Web site.

A competitor of Xaxis, never.no, also offers a syncing product called Story a. It has implemented second-screen campaigns for P&G on Telemundo as well as campaigns on Bravo TV and USA Network. According to Kelly Moulton, chief commerical officer of never.no, the USA Network experienced a 20 percent lift in its C3 ratings from Nielsen as a result of a social spot tied into the Psych season finale.

"For a unified-screen strategy to really shine, all touch points need to be properly synchronized. The ad execution on the second screen shouldn't just be a repeat of the 30-second spot airing on broadcast; it should be complementary and draw a consumer in," says Redniss.

"If advertisers want to reach Amazing Race viewers, they don't care about reaching them only as they are watching the show," he says. The water cooler effect that happens around shows such as Mad Men continues on well into the next morning, he notes, making it a short-sighted strategy to just focus on the show. "It's all about having intelligence about the audience and reaching them where ever they are," he says. PlaceIQ uses Rentrak for its TV viewing data, which has access to 13 million households.

There's also fear from operators that if programming providers build up large audiences through their own apps, they could one day go "over the top" or dispense with cable. One of the most closely watched issues in pay TV is when popular streaming service HBO Go will go direct to consumer.

usage of these apps is still small compared with how many people watch TV the traditional way. But it is growing quickly. The "Watch ESPN" app is available in 55 million U.S. homes and has been downloaded 24 million times, ESPN said, and minutes viewed on the app on mobile devices is up more than 6.5 times from two years ago.

on the TV front – we work with connected TV ecosystem companies like Shazam, Cisco, and others that are building Automatic Content Recognition (ACR) into HD and 4K displays. In the increasing model of TV/mobile co-viewing/browsing, a sponsor could deliver a message that is first seen on the TV but is also sync’d to become a Call-To-Action (CTA) on the mobile device of the viewer.  And as the ad will know the location of the user, they could tailor the message to direct the customer to the nearest retail location of the brand advertiser.”

In 2011 we worked with Fox TV and our member company Loopt on the show 'Bob’s Burgers.' They approached us with an LBM idea –they wanted to build a fanbase as the show was just starting.  So, we partnered with the California-based chain Fatburger in 64 locations to rebrand them as Bob’s Burgers.  On one of the episodes, one of the animated characters checked-in on their mobile device.  We’re also worked with Bravo on shows like Real Housewives and Top Chef – to drive viewers to real-world retail locations that the characters on the show frequent.”

Let’s take a big retailer like The GAP – they spend $$$ on great TV ads with great music.   Instead of The GAP saying 'Check in on Foursquare today at the GAP and save 20% on a pair of jeans'  – essentially giving their margin away, wouldn’t it be better if I could say 'Hey, you know that great commercial you saw that got you into the store? Let me give you a free copy of that song as a download right now.'  So we’re seeing a shift from just discounts and coupons and moving toward an exchange of valuable content.  The producers and broadcasters of that content have a huge opportunity to participate in that.”

Regarding the potential for backlash against location-based marketing, Khan is optimistic:  “The way we look at it is, if you can demonstrate real value and relevance to an individual user, they will be willing to share their location data. It’s almost a mathematical equation.  You have to articulate opportunities around the value exchange.   Four years ago, the stats for Foursquare showed that more than 82% of the location data (check-ins) were driven by men.

By the way, I wasn't certain that Chromecast marked the end of Google TV until I saw its still-in-beta ability to project Chrome web tabs onto any HDTV. Simply open a tab and choose the Cast icon. Even better, you only see the tab — not your whole desktop or mobile device home screen. This is smart and vastly simpler than trying to navigate the Web on Google TV

The clear hurdle, though, is whether or not TV manufacturers "burned" by Google TV can trust Google again with living room tech.

Look at our relationship with [mobile-social maps app] Waze. We’re intrigued with the social components of Waze where people tweet about local street traffic and Dunkin’ Donuts espresso.

Twitter's Brown says the idea of posting real-time video on mobile devices via Twitter has created "lots of interest from advertising networks" for sports and non-sports events.

What would Robbins be doing if he was in charge of Nickelodeon in 2013, for example, to respond to changing habits of their audience, and disruptive competition from the YouTube world? "The one thing that I would do: I don't think they make enough content. If you look at the primetime schedule on most of those networks, there are three to four original shows on, and it's not enough. It used to be enough when there were only two channels, but now with a mobile and a tablet, I have so many choices," said Robbins.

"That's the big problem: the model is broken. Their shows are relatively expensive to make, so they can only afford to make a certain number of them. So they are sort of stuck, and until they figure out how to change that model, you're going to see the audience keep eroding."

children are still sitting on their sofas watching videos, but the source is now YouTube and the devices are smartphones and tablets. "It's not just my kids, or kids in the US. It's kids everywhere," said Robbins, adding that half his company's views come from outside the US, and that half its views and comments come from mobile devices.

“Broadcasters are becoming the most-trusted providers for on-demand services,

90% of consumers watch at least some video content over the Internet.