When it comes to second-screen video, smartphone video views are up 55% and tablet views up 48%, according to research from Yahoo.
The results mean that mobile growth is surpassing PC and laptop views, which are themselves up 34% year-over-year.
But, that said, there are some gating factors for mobile video that are unlikely to go away anytime soon.
Screen size was the most cited concern across all demographic groups, while a majority of respondents also cited limited battery time as an issue. And for millennials, cost of data came in third as a barrier for mobile video.
While there’s no denying the growth of mobile, cross-device campaigns are likely to be the most effective. Advertisers should "consider leveraging responsive ad formats, such as native video ads. A successful cross-screen strategy is one that strengthens brand recall by telling a cohesive story across PCs, tablets and smartphones."
The survey found that ad exposures across multiple devices is more effective than the same amount of exposures across a single device. Further, taking a cross-device approach, online ad awareness saw an 11% rise and brand favourability saw a 250% lift.
Also, the survey found that short ads are the most effective, on any screen.
"Our research shows that 61%of consumers feel that short ads (30 seconds or less) are the most important feature of a quality video advertising experience," Yahoo said in the report. "Consumers have a much lower tolerance for a long ad experience on their smartphones, so it’s more effective to front load ads with key messages so they stick with the consumer."
