Second screen technology -- also known as "couch commerce" -- is still in its infancy. There are some obvious companies benefiting from this growing trend, such as Disney's ESPN and TiVo, which use the technology to gain (or hold onto) viewers.

But investors should also pay attention to less obvious beneficiaries. Among these are Akamai Technologies (NASDAQ:AKAM), which creates and refines the technology, and Amazon.com, which could see increased sales.

Akamai Chief Strategist Kris Alexander explains more in a demo of a proof of concept his company built to envision how the second screen could evolve. In this segment, Kris shows how advertisers could still reach the very consumers who skip commercials.