Our May trend report examines how marketers are currently tapping into the second screen.

The “second screen” (smartphones, tablets, PCs) and the ways in which it can complement the first screen (TV) have become hot topics over the past year, though the concept isn’t new: Nielsen was reporting on Internet/TV multitasking four years ago, and one of our 10 Trends for 2009 was the idea of Distraction as Entertainment. But today the spike in connected screens, and services that link them with the big screen, is creating interesting new possibilities for TV broadcasters and marketers alike.

Our May trend report examines how marketers are currently tapping into the second screen, spotlighting a range of examples. It also includes highlights from interviews we conducted with five experts and influencers in television (full-length Q&As will be posted here in the coming weeks). It’s early days—and we expect to see more innovative experiments and approaches cropping up in the months ahead—but so far it’s clear that the second screen offers brands the promise to turn what could be a negative (media multitasking and distraction) into a positive: an immersive brand experience.

Click here to download the report.