IAB Mobile Phone Video Diaries
Understanding Mobile Phone Video Usage

The IAB Mobile Phone Video Diaries, conducted by On Device Research, shows that 63 percent of digital video screening on mobile phones does not happen on-the-go, but rather at home. Over a third (36%) of these home-based digital video activities happen in a room where a second screen – a TV, desktop computer or tablet – is also available for viewing purposes. These combined findings point to significant cross-media opportunities for brand marketers, whether tying mobile digital video to live television programming or linking magazine ads to relevant mobile clips.

When asked about their feelings towards mobile video advertising, respondents provided informative insights:

  • 53 percent said that they are positive of neutrally receptive towards mobile video advertising
  • Nearly half (48%) said that they would prefer seeing video ads that are related to the content of the video clips being watched
  • A significant number (44%) recalled seeing an ad while watching mobile video, with short 10-15 second spots being the most recalled format.