Mobile video ad spending is growing faster than any other digital advertising format in the US, but it’s still straining to catch up with desktop video—let alone TV—according to a new eMarketer report, “US Mobile Video Advertising 2015: Video Viewing Goes Mobile, but Advertisers Aren’t Going All In (Yet).” In the US, spending on mobile video advertising will grow more than 70% to reach $2.62 billion in 2015—over one-third of the estimated $7.77 billion to be spent on digital video ads. But it still underperforms as a share of digital video spending in comparison with desktop. By 2019, eMarketer estimates, mobile’s share of total digital video ad dollars will reach 47.7%; however, at the same time, mobile ad spend overall will reach 72.2% of total digital ad spending. “Mobile video ad spend is experiencing rapid growth, thanks to larger audiences of video viewers and growing time spent on smartphones and tablets,” said Jeremy Kressmann, analyst at eMarketer and author of the report. “But challenges with the format are causing growing pains for the industry.” There’s a large and growing demand for video on mobile devices. eMarketer estimates that more than 105 million US smartphone users will watch video at least once a month on such devices in 2015, representing a 13.9% increase over 2014 and 55.5% of the total smartphone user base. Similarly, US tablet video viewers will continue to grow by double-digit rates in 2015, just passing 100 million individuals, or more than 63% of all tablet users. Continue reading at

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