• by Gavin O'Malley , Staff Writer, February 23, 2012

As part of a larger effort by Turner Entertainment Networks around second-screen viewing, TBS on Thursday debuted a tablet app designed to be used during nightly episodes of Conan.

Not surprisingly, Dennis Adamovich, SVP of Brand Digital Activation at Turner is pretty pumped. “Every night [viewers] can have a synced experience,” Adamovich said at OMMA Tablets. Conan O’Brien’s audience is “such a social audience,” he said. As such, syncing the TV to tablets “really works well for us.”

Sponsored by AT&T, the app’s users can expect pop-ups featuring relevant information, from guest trivia to details on featured musical acts.

For advertisers, Adamovich said the benefit of second-screen viewing initiatives is amazing “engagement." Contextual targeting, and "convenience," too -- Indeed, through Conan's new app, TBS plans to give viewers direct access to movie tickets just when stars are plugging those movies. "The possibilities to purchase, from a contextual standpoint, are incredible."  

Vital to the app's success, "Conan just believe in this wholeheartedly,"Adamovich said of the app. "He'll be telling [viewers] to go to that second screen."

Going forward, TBS and TNT are expected to build ads into companion apps for The Big Bang Theory and Leverage.