One in 5 mobile users say they search for ad-related information on their devices while watching television, according to a study by The Pool, a cross-industry collective of advertisers, publishers, media and tech companies. The study also found that 70% of tablet owners and 64% of smartphone users are on their devices while viewing TV. "Once a show pauses for commercials, these viewers are turning their attention to content on their smartphones and tablets. However, this viewing trend creates a new and exciting opportunity to engage TV audiences in relevant and interactive ways," said Tracey Scheppach, innovations director at Vivaki and founder of The Pool.

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