Advertising dollars to shift to mobile video | Media Analysis | Business
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Two-thirds of US consumers watch mobile video daily, meaning that mobile video is gearing up to pass the PC as the preferred platform. And, data suggests that advertisers are taking notice, and preparing to shift ad dollars in response.


mobile ad vertical format 18 nov 2016AOL’s latest report on video habits shows that mobile video is nearly neck and neck with the PC, at 57% to 58%, respectively. In the US, consumers like both: 67% use the smartphone and 70% use their PC to watch video away from the TV.

Furthermore, the report shows shows that 77% of survey participants said they couldn't live without their smartphone, or always have it within arm’s reach. For US consumers, the situation is an even more stark picture of addiction: 89% said they couldn't live without the device.

Perhaps because of this, three-quarters (74%) of US consumers have watched at least some live video on their smartphones — a number that outpaces the rest of the world, where the average is 65%.

Then there’s virtual reality; a nascent arena, at best. But AOL said that a full 28% of US consumers have experienced VR on their phone, and 31% expect to watch more VR videos in the next 12 months.

All of this mobile interest is having a direct effect on ad dollar allocation. Globally, AOL found that 47% of advertisers expect to increase spending on mobile by 25% or more in 2017, as do 57% of publishers. And in the US, it’s much higher: a whopping 70% of advertisers expect to increase mobile video spend by 25% or more, as do 79% of publishers.
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