AMSTERDAM -- The advertising opportunities in second screen TV are highly promising and can offer a more targeted and precise reach for marketers, says Alan Wolk, Global Lead Analyst at video management and services company KIT digital during an interview with Beet.TV at the recent IBC Show in Amsterdam. KIT Digital is working closely with the Second Screen Society on how to monetize and develop standards for the second screen, Wolk says. Those efforts are designed to promote adoption of second screen services that would, for instance, connect digital devices like smartphones and tablets more closely to the TV itself. KIT is also focused on its social program guide, a white label offering for cable operators that lets them marry social and interactive features to remote controls and program guides. Social media can become a bridge across service providers. "The main thing we'll see social for is discovery," he tells Beet.TV. "What are my friends watching? What do they like?"