mobile video viewingMobile video viewing continues to grow in popularity, and mobile ad spending is rising along with it. Half of advertising publishers’ overall online impressions (49 percent) originated from mobile devices during 2Q 2015, an 11 percent rise on a sequential quarterly basis, according to Ooyala’s Q2 2015 Global Video Index.

Further testament to mobile video viewing’s rising popularity, more than 4 in 10 of all online video views took place via mobile devices. Taken together, these statistics indicate that advertisers are shifting their ad spending to mobile platforms in order to reach a new generation of TV viewers, Ooyala comments in a press release.

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Since 2012, mobile video viewing has grown at a compound growth rate of 111 percent to peak at 44 percent of overall online viewing in 2Q. That’s an extraordinary 844 percent increase since 2012, Ooyala highlights.

Viewers are watching more video via smartphones as screen sizes continue to trend larger, Ooyala points out. As viewing becomes easier on the eye, device users watch more longer form and premium online video content, researchers found.

2Q’15 was actually the first quarter mobile video viewing grew at less than double-digit rates, according to Ooyala, which expects annual growth to come in at a double-digit rate nonetheless.

“It’s all about mobile. From the array of devices on which we watch TV to the way the industry has begun to treat ad inventories, all signs point to mobile as the key to a bigger, better TV business,” Ooyala principal analyst Jim O’Neill was quoted as saying.

“This quarter’s growth of broadband subscribers and the corresponding loss of pay-TV subscribers, paired with the increase of digital ad spend by brands and agencies is the evidence that business models, budgets and strategies from broadcasters to advertisers are changing dramatically to align with viewer behavior.”