In the Three Screen World, effective delivery and impact of getting the message across goes from the old paradigm of impression count to a blend of impressions and impact. Delivery System Ubiquity and the variety of Media (on different screens) offer new opportunities.
The TV show or ad: Passive message introduction // initial or introductory impressions.
The Website: Active engagement and reinforcement of the message - call to action (buy our product, entice with coupon) and enable and encourage the benefit.
The Handheld: Transactive (and paperless!) reminder, coupon manifestation (via SMS or wireless or interactive RFID). Portability.