Second screens are a growing part of the TV experience. But as televisions, remotes and consoles get 'smarter', how will new user behaviours affect the balance between screens?

The days of the smartphone or tablet being a second screen are well and truly over. According to a report in 2014 by digital analytics firm Flurry, smartphones are now officially ahead of televisions in terms of time spent staring at them. So what does this mean for advertisers?

Not all companies have caught up with the shift to user control. Viewers increasingly feel that they own the TV screen, says Dale Herigstad, and do not want to be told they cannot display conflicting properties.

Advert-blocking browser plugins are growing at a rate of nearly 70% year-on-year. The most popular, AdBlocker, reached 150 million users in June 2014. And if people really are more likely to climb Mount Everest than click a banner ad, what is next for online advertising?