Parks Associates advertising research has found that approximately 60% of smartphone and tablet users watch 1-5 hours of TV/video on these mobile platforms each week, which will help drive in-app advertising revenues on these platforms to over $5.6 billion by 2017.
“While industry stakeholders have access to vast amounts of user data, cross-platform audience measurement remains complex, varied, and undefined,” says Heather Way, Senior Research Analyst, Parks Associates, who will be discussing this research today at the Digital Entertainment World (DEW) conference in Los Angeles. “There is no scalable, cross-platform audience metric standard in place to determine how traditional and online video complements or overlaps one another from a usage and advertising perspective. A true cross-platform video measurement approach is essential to quantify unduplicated reach across broadcast and cable TV, the Internet, and mobile apps and web properties. Industry demand will only grow stronger as more consumers access video programs outside of traditional channels.”
Parks Associates research and industry analysis routinely monitors advertising and online video trends. A recent industry report ”Advertising Trends and Converged Media” found 44% of tablet owners and 32% of smartphone users have increased their video consumption on these mobile platforms compared to 12 months ago.