The Fight For The Fifth Screen (Fifth Screen!?) In Your Life 

Essentially, the fifth screen represents a paradigm shift in advertising as much as it represents a change in the way we use computers on the move. It means ads everywhere, and different kinds of ads too–something TV advertisers are beginning to wake up to, now viewers use their iPads and phones while watching TV… “Every single piece of advertising now has as its goal behavior change. Understanding how to change behavior, and what people will choose to interact with is key for advertisers. Expect to see more science, more psychologists, and more behavioral data informing advertising in the future."