Mobile and TV cross-screen buying can be most effective when timed properly to a call-to-action, says Michael Masters, Co-founder and CEO of the mobile and TV advertising platform AdTonik in this interview with Ashley J. Swartz for Beet.TV. For instance, if Pizza Hut advertises on TV, the best time to run a mobile ad might be the next day around the lunch rush, he suggests.

AdTonik is a TV audience extension platform for mobile devices that lets brands and content owners reach mobile users based on how they watch TV, he explains. “It’s about how you are lifting the performance of TV with mobile. One of the things we notice is it’s not just the real-time nature of TV to mobile. You don’t just want to deliver another ad,” he says, adding that timing up the two mediums to work most effectively is ideal. Look for more retail brands to use mobile during the holiday season. For now, mobile ad buyers are driving most of the cross-screen buying of mobile and TV, he says.

Beet.TV spoke to Masters in New York at the Beet.TV summit on cross-platform monetization hosted by Starcom MediaVest Group and sponsored by Dailymotion.