Video consumption is moving to the mobile

Digital video ad spending is growing at a rapid pace. According to a new report from eMarketer “The Essentials of Digital Video Advertising: Seven Best Practices for Effective US Campaigns”, the US digital video advertising market is on pace to nearly double in the next three years. This growth is led by the ongoing shift to mobile viewing.

Even existing cable networks, like HBO, have seen their smartphone subscriptions rise and their cable subscriptions plunge. Other major content providers are joining digitally packaged services, including ESPN, CNN, and Disney.

Given this shift towards video viewership on  smartphones, focusing on the user experience means, by necessity, putting a focus on mobile. Based on the report, in 2015, for the first time ever, average daily time spent watching digital video on mobile devices in the US surpassed desktop time, according to data from comScore Inc., Nielsen and ZenithOptimedia. By 2017, mobile time will be almost double its desktop counterpart.

This change makes it not surprising that video is one of the fastest growing areas of US mobile ad spending. The eMarketing report predicts that the mobile video ad spending in the US jumped 80.6{cda7c0b5c78d0b4452a4f071d40e9dc1ee9d23b77eff16260b10eabd61bf135f} in 2015 and is forecast to see double-digit growth through 2019. These rates surpass the growth of  search, banners rich media and sponsorships.