LONDON –  While second screen apps for TV shows can have a big and immediate  impact, their use is fleeting, and the industry needs a more standard approach, says Simon Daglish, Group Commercial Director at Britain’s ITV  network in this segment from recent Beet.TV leadership event at GroupM’s offices.

For the app for “Britain’s Got Talent” app, he says that while there were some 750,000 downloads and there have been millions of “buzzer” actions, the app is currently being used by just about 12,000.

Also in this session, Daglish speaks about the marketplace for television via digital devices, the emergence of mobile video and its ad load which is lower that television and other topics.