• by Tanya Gazdik , Staff Writer, April 27, 2015

TV and mobile and social are not competitors, says Laurel Boyd, VP, group media director, Mediahub/Mullen, at the MediaPost Mobile Insider Summit this morning.

"We need to approach this as one holistic experience," Boyd says.

And second screen is second nature (who watches TV without a mobile phone in their hand, anyway?)

Apps can enable consumers to move beyond text and images, this results in a more meaningful experience.

Some implications: Brands can not decouple TV from mobile and brands should pay attention to real-time mobile focus groups.

Physical location data plays a big role in mobile and social marketing, swirl/Twitter, Vistarmedia, estimate are all locators that can help target people based on where they are.

Connected cars are going to open up a new realm of possibilities for targeting. Eventually marketers will be able to target consumers not just in their home, but in a specific room in their house and in a particular chair.