Mobile video is growing fast

As the number of users watching mobile video grows, so does the number of watchers willing to view advertisements as part of their service package. According to new research from Knowledge Networks/SRI four out of five current subscribers are willing to view ads on their handhelds.

by Kristina Knight

The report also showed that less than 30% feel current mobile ads are relevant to them.

For marketers this is a disheartening statistic because ads that aren't relevant to users will be ignored or skipped over. It seems that many mobile advertisers need to increase their targeting to increase relevance.

"So far many [advertisers] seem to have missed the chance to leverage the unique qualities of mobile video, such as intimacy and immediacy," said David Tice, Vice President and Managing Director of Knowledge Networks/SRI. "While mobile can indeed be part of larger campaigns, we need to recognize its differences, as well as the ways that different target groups use the medium."

In addition to better targeting for ads, the study indicates that mobile users watch video less with the average session lasting about five minutes. Laptop and iPod video sessions last about 30 minutes or more.

By better targeting the user demographics advertisers will have an even larger chance of appealing to those watching their ads.