I've received a few queries in the past couple days asking about the reference to the 3rd screen.
If television was the first, and the internet was the 2nd, mobile is the 3rd mass media screen.
The 3rd screen is the first ever personal mass media. It is also the first that:
- is always on
- is always with the consumer
- is always at the point of purchase
Most importantly, it is the media where consumers can most effectively raise a hand and identify themselves as fans of a brand.