New research conducted by Nielsen for mobile video advertising company AdColony proves that the influence of the 3rd screen is dramatically expanding and becoming a significant factor for brand results. The co-branded "Cross-Platform Video Ad Effectiveness Study" shows that cross-screen viewership, defined as TV and mobile on smartphones and tablets, can drive purchase intent for a brand by 72 percent. With so many consumers multi-tasking while watching TV, this new research set out to measure the impact of "being" with the consumer across all the devices including simultaneous viewership of TV and mobile devices to measure how effective mobile video ads complement television campaigns.