The Biggest Game Changer for the Super Bowl Is Mobile Apps (subprint.com)

The Super Bowl is providing brands new and unique ways of engaging with consumers beyond the standard television commercial. By tapping into the "second screen" of a TV viewer (the mobile phone or tablet), brands have new ways of maximizing the absurdly expensive cost of a Super Bowl ad ($3.5 million per 30 seconds - up a whopping 17% from last year) while having additional metrics to measure against an ad's efficacy.