• by Mark Walsh  @markfwal, January 26, 2012

While media companies and brands should create content and services geared specifically to mobile, the panelists also agreed that mobile has a key part to play with the rise of 2-screen viewing in the livingroom to enhance what people are watching on TV. Chen said Digitas clients see &ldquo ;multi-sreen” viewing as a huge opportunity for cross-platform marketing through mobile tools and apps like Shazam, Yahoo’s IntoNow and social entertainment service GetGlue. Similarly, AKQA’s Krieger noted the agency had created an app for Heineken that lets users watching Champions League games (typically alone) to connect with friends and predict what will happen in games as they’re played.