What are the consequences of ‘second-screen’ behaviour to traditional television advertising?

In August 2013, Ofcom (the independent regulator and competition authority for the UK communications industries) produced a report looking at the possible evolution in the market for the advertising industry, given the likely developments in technology, consumer behaviour and service delivery by broadcasters and others. The report, in line with many such reports over the last few years, suggested that technology will ensure dramatic change in the marketing communications market. The proliferation of broadband, smart mobile devices, cheap tablets, cloud-based services and social media will have a profound impact on consumer behaviour, business models and content services. As a result, there will be a chaotic but exciting period of innovation in technology and services which will have a disruptive impact on the marketing communications industry.