All Thumbs pp 29-50 | Cite as

Mobile Is the Action Screen

Stop Calling It “Second Screen”
  • Michael Dru Kelley


THE TERM “SECOND SCREEN” HAS PROLIFERATED on the scene almost as quickly as “mobile optimization.” Many of us refer to the mobile screen as part of the second–screen family (which also includes iPad, iPod Touch, DS Gameboy etc.), because it is viewed as the companion screen to the “primary screens” of TV, magazines, web, and even in–store point–of–sale (POS) displays, among others.


Marketing Campaign Mobile Activation Primary Screen Action Screen Mobile Experience 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Michael Dru Kelley 2014

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  • Michael Dru Kelley

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