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Mobile Video Set for Huge Growth

19 Feb, 2014 By: Doug McPherson

SAN JOSE, Calif. – Mobile video traffic will grow 14 times by 2018, when it will comprise 69 percent of global mobile data traffic, reports Cisco.

Most of that growth will occur in the Middle East and Africa, with video accounting for 67 percent of mobile data traffic in this region by 2018.

Cisco says mobile video use peaks in the evening and that the busiest mobile video times are growing at a faster rate than other dayparts. Advertisers can use this insight to target their mobile video campaigns by time of day.

These findings dovetail with a new Nielsen report that says Americans own four digital devices on average and spend 60 hours per week consuming content on those devices. A smartphone is present in about 65 percent of households and consumers continue to spend more time on their apps and browsers by about 10 hours more a month, making phones second only to TVs for media consumption.

Tablet use during TV is also rising. About 84 percent of smartphone and tablet owners use mobile devices as second screens while watching TV. They often look up information about the shows they watch.

And new research from market researcher Interpret and video ad company YuMe says connected TVs and game consoles are driving strong brand metrics for multiplatform campaigns. A cross-screen campaign for a personal care product that ran on PlayStation 3s and smart TVs helped boost brand awareness for consumers exposed to the ads, compared to those who weren’t, the research said. Those who recalled the ads had higher purchase intent.

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