This report looks into the factors driving mobile video growth and maps the consumer journey from mobile discovery to advocacy uncovering consumer attitudes towards paid video and the kind of mobile ads they prefer to see.

1. The Mobile Video Experience
A mobile viewer’s journey from discovery to advocacy
1

2. Industry Status and
Growth Drivers
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
The first three sections
cover rise of mobile as
a medium to watch
videos and the factors
driving its growth
PART 1
How does mobile compare against desktop in video usage?
How big will the US mobile video market be in 2019?
What’s driving the growth of mobile video?

3. Consumer Experience Journey
from Discovery to Advocacy
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
The last four sections map
out a mobile video viewer’s
journey from discovery of
the video to sharing it on
social media platforms.
PART 2
How and where do people find mobile videos?
What influences people to watch a mobile video?
How, when, and where do people watch mobile videos?
Are people willing to pay for mobile videos?
What kind of ads do people want with mobile video?
How do people engage online after watching a video?

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5. Mobile vs Desktop Video
1
How does mobile compare against desktop in video usage?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
5

6. Mobile drives growth of online video usage
• Growth in laptop and desktop usage for video viewing has stagnated and is expected to remain 72% in 2015 - same as 2014.
• Smartphone and tablet usage for video viewing has more than doubled since 2013 reaching 56% and 48% respectively.
% monthly users of online video by device type
Devices used to view online video on a monthly basis
Source: Adobe, 2015
25%
48%
56%
56%
72%
22%
41%
46%
48%
72%
13%
23%
26%
27%
69%
2013 2014 2015
Laptop/Desktop
Internet Connected TV
Smartphone
Tablet
iPod Touch
+10
+7
Mobile vs
Desktop Video
6
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7. People spend more time with mobile video
• People spend 39 minutes a day on average watching videos on mobile devices - smartphones (17 min) and tablets (22 min).
• Tablet is the fastest growing device for video (119.8% growth rate) followed by smartphones (81.1%).
time spent watching videos in minutes by device type
Average time spent per day with online video by device type
Source: eMarketer, 2015
2011 2012 2013 2014 2015
13 min
9 min
7 min
6 min
6 min
24 min
24 min
22 min
21 min
12 min
17 min
12 min
8 min
4 min
2 min
22 min18 min
13 min
4 min1 min
Tablet Smartphone Desktop/Laptop Other connected devices CAGR
(2011-2015)
22.9%
18.6%
81.1%
119.8%
Mobile Devices
39 min
Mobile vs
Desktop Video
7
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8. 94% 93% 91%
88% 86% 85% 83% 81%
77% 76%
73% 72%
69% 67%
64%
61%
58%
55%
52% 50%
5% 7% 8%
12% 13% 15% 17%
20% 22% 23%
26% 26%
30%
33%
36%
39%
42%
45% 47%
50%
Mobile Desktop
Mobile video to surpass desktop video in 2016
• Mobile share of online video is estimated to reach 39% by end of 2015 - up from 26% in 2014.
• Mobile share of online video (50.2%) will surpass desktop share (49.8%) in 2016.
% share of online video starts by device type
US consumer video consumption share by device
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2012 2013 2014 2015 2016
Source: IAB & GfK, 2015
Q4 2016
Mobile
Projected
Share
50.2%
Mobile vs
Desktop Video
8
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10. Sizing the Future of Mobile Video
2
How big will the US mobile video market be in 2019?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
10

11. 50% smartphone video penetration in 2019
• Smartphone video is estimated to reach half (50%) of all smartphone owners by end of 2019.
• The number of smartphone video viewers will cross 100 million in 2015 and grow to 137 million in 2019.
% penetration among smartphone owners and smartphone video viewers in millions
US smartphone video market projections to 2019
Source: eMarketer, 2015
Smartphone video penetration (%) Smartphone video viewers (millions)
137 mn131 mn124 mn117 mn107 mn94 mn77 mn
50%49%
47%
45%
42%
37%
31%31%
37%
42%
45%
47%
49% 50%
2013 2014 2015 2016 2017 2018 2019
Sizing the Future
of Mobile Video
11
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12. Tablet video viewers cross 100 million mark
• Tablet video is estimated to reach nearly seven in ten (67%) of all tablet owners by end of 2019.
• The number of tablet video viewers will cross 100 million in 2015 and grow to 120 million in 2019.
% penetration among tablet owners and tablet video viewers in millions
US tablet video market projections to 2019
Source: eMarketer, 2015
Tablet video penetration (%) Tablet video viewers (millions)
120 mn116 mn112 mn107 mn101 mn89 mn77 mn
67%66%65%64%63%
60%
58%58%
60%
63% 64% 65% 66% 67%
2013 2014 2015 2016 2017 2018 2019
Sizing the Future
of Mobile Video
12
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14. Mobile Video Growth Drivers
3
What’s driving the growth of mobile video?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
14

15. Mobile video faces opportunities & barriers
• The growth drivers of mobile video are higher frequency (35%), short videos (31%), and switching TV for the smaller screen (22%).
• The biggest barrier to mobile video growth is limited data plans (22%) making consumers depend on wi-fi (40%) for mobile video.
% mobile video viewers who agree with given statement
Mobile video growth drivers and barriers
Source: onDevice, 2015
22%
40%
22%
27%
31%
35%
I watch more mobile videos a
day now than a year ago
I watch short videos on my
mobile device
I watch more videos
since I got 4G
I watch less TV because of
mobile video
I only watch mobile video on a
wi-fi connection
I’d watch more if it didn’t use
up my data plan
GROWTH DRIVERS
• Higher frequency
• Short Videos
• 4G network
• Substitute for TV
GROWTH BARRIERS
• Limited Data Plan
Mobile Video
Growth Drivers
15
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16. US leads in mobile video growth drivers
• Highest growth in usage frequency comes from the US & Canada market (46%).
• US & Canada market also face greater growth obstacle with limited data plan (28%).
% mobile video viewers who agree with given statement
Mobile video growth drivers and barriers
Source: onDevice, 2015
28%
41%
23%
29%
35%
46%
I watch more mobile
video than a year ago
I watch short videos
on my mobile device
I watch more videos
since I got 4G
I watch less TV
because of mobile
I only watch mobile
video on wi-fi
I’d watch more if it
didn’t use up my data
Mobile Video
Growth Drivers
23%
35%
21%
25%
31%
35%
28%
47%
22%
23%
27%
32%
14%
47%
23%
25%
27%
34%
US & Canada Europe Latin America East Asia
31%
40%
16%
18%
35%
37%
AUZ & NZ
16
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17. Heavy video users drive daily consumption
• Heavy users, those who watch mobile video at least once a day, make up 58% of short form & 36% of long form viewers.
% smartphone owners who watch mobile video by frequency
Mobile video usage frequency for short and long form videos
Source: onDevice, 2015
Short form (Under 5 minutes) Long form (5 minutes or more)
17%
33%
18%
24% 21%
22%
9%
7%
12%
7%
5%
2%
11%
4% 8%1%
Never Less than once a month Monthly A few times a month
Weekly A few times a week Daily Several times a day
Heavy Users
36%Heavy Users
58%
Mobile Video
Growth Drivers
17
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18. US over index for daily short video viewers
• US & Canada are more likely to have heavy mobile video viewers of short videos (60%) compared to global average (58%).
• Latin America leads in heavy users for both short (61%) and long (41%) form video.
% smartphone owners who watch mobile video at least daily by region
Daily mobile video viewers by region
Source: onDevice, 2015
Global US & Canada Europe Latin America
Australia and
NewZealand
East Asia
31%29%
41%
37%
31%
36%
43%
55%
61%60%60%58%
Short form (< 5min) Long form (> 5min)
Mobile Video
Growth Drivers
18
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19. People prefer smartphones for short videos
• People use smartphones to watch short form videos like user generated clips (51%) , news/weather (51%), and music videos (47%).
• People use tablets to watch long form videos like TV shows (47%) and movies (42%).
% smartphone and tablet owners who watch mobile video by type of video
Type of video streamed by mobile device
Source: IAB, 2015
Mobile Video
Growth Drivers
14%
19%
25%
26%
26%
37%
40%
42%
47%
51%
51%User generated short clips
News/Weather
Music videos
How-to videos
Movie trailers
Show clips
TV shows
Movies
Cartoons/Children’s shows
Online only shows/Webisodes
Live sports games 14%
31%
34%
34%
35%
38%
39%
40%
40%
42%
47%TV shows
Movies
Movie trailers
User generated short clips
Music videos
News/Weather
Show clips
How-to videos
Online only shows/Webisodes
Cartoons/Children’s shows
Live sports games
Smartphone Tablets
Short Form
Online Videos
Long Form
Online Videos
19
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20. 4G drives mobile video consumption
• Acquiring a new 4G connection boosted consumer usage of streaming video (33%), sharing video (15%), and video calling (14%)
• 4G consumers also increased usage of email (48%), streaming music (45%), social networking (44%), and navigation (42%).
% mobile device owners who use a 4G network
Activities conducted more frequently since subscribing to 4G
Source: Deloitte, 2015
9%
11%
14%
15%
17%
21%
23%
26%
30%
33%
42%
42%
44%
45%
48%Email
Stream music / listen to radio
Social networking
Navigation
Search for information
Watch video
Browse shopping sites
Instant messaging
Read news
Upload or send photos
Online games
Upload or send video
Video calling
Upload or send large files
VOIP
A third of 4G subscribers
watched more video
Mobile Video
Growth Drivers
20
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21. Mobile video traffic beats social media
• Downloading, uploading and streaming mobile video drives more than a quarter (28%) of 4G traffic in the UK.
• Traffic from social media (28%), music and apps (7%) lag behind mobile video share of 4G traffic.
% of total 4G traffic
UK 4G mobile traffic share by activity
Source: TNS, 2015
7%
5%
7%
23%
28%
30%
Web and Email
Video (download, upload, stream)
Social Media
Music and Apps (download, stream)
File sharing and storage
Other
Mobile video usage beats
social media, music & apps
Mobile Video
Growth Drivers
21
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22. Mobile influences decision to cancel pay-TV
• Online video influenced more than three quarters (76%) of TV subscription cancellations.
• Mobile video, in particular, influenced over half (53%) of cord cutting.
% US consumers who cancelled their Tv subscription or haven’t gotten one ever
Online and mobile video influence on TV subscription
Source: IAB & GfK, 2015
Cancelled TV subscription Never had a TV subscription
35%
48%
39%
28%
26%24%
Not at all important Somewhat important Very important
Important
65%
Important
76%
Mobile Video
Growth Drivers
Cancelled TV subscription Never had a TV subscription
20%21%
43%
32%
37%
47%
Important
53% Important
63%
All online video Mobile online video
22
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23. Mobile video content perceived as desirable
• Mobile video content is viewed as innovative and unique for young consumers.
• Regular television content is perceived as traditional and generic for older consumers.
% smartphone owners who watch mobile video at least daily by region
Daily mobile video viewers by region
Source: IAB & GfK, 2015
For anywhere
Innovative
Younger
New
Unique Content
Up and coming
Exciting
Leaders
For home
Traditional
Older
Old
Generic content
Outdated
Predictable
Followers
Mobile video content Regular television
Neutral Perception Non-Desirable PerceptionDesirable Perception
Mobile Video
Growth Drivers
DesirableAttributes
Non-DesirableAttributes
23
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24. Millennials drive live streaming video app usage
• More than one in five (21%) smartphone owners have used or plan to use Periscope or Meerkat to view live streams.
• Half of all Periscope/Meerkat users and interested users are 18-34 year olds Millennials most likely to be male (24%).
% of mobile phone owners who use or are interested in using Periscope/Meerkat
Reasons people use or are interested in using Periscope/Meerkat
Mobile Video
Ads
Source: Horizon Media, 2015
Mobile Video
Growth Drivers
7%
16%
25%
50%
19%
24%
21%Total
Male
Female
18-34
35-49
50-64
65+
Millennials drive usage and
interest in Periscope/Meerkat
24
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25. Ease of use and novelty drives use of Periscope
• Consumers use or are interested in using live streaming apps because they are free (59%), easy to use (43%), and new (42%).
• A small group of consumers also value its role in staying in touch with friends and family (32%).
% of mobile phone owners who use or are interested in using Periscope/Meerkat
Reasons people use or are interested in using Periscope/Meerkat
Mobile Video
Ads
Source: Horizon Media, 2015
Mobile Video
Growth Drivers
32%
33%
39%
42%
43%
59%The apps are free
It’s an easy way to share live
events in real time
It’s a new way to see what’s
going on in the world
General interest in tech
innovations
The live aspect (seeing things
go awry)
Good way to keep tabs on
friends/family
25
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27. Mobile Video Discovery
4
How and where do people find mobile videos?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
27

28. Word of mouth drives mobile video discovery
• Word of mouth drives mobile video discovery for more than half (53%) of all viewers.
• People also come across mobile video via social media (42%), links (29%), and mobile ads (24%).
% mobile video viewers who found and watched video while not actively looking
Top mobile video discovery sources - Unintentional Browsing*
Source: IAB & GfK, 2015
22%
22%
22%
24%
29%
42%
53%Friends, relatives & word of mouth
Social media sites like Facebook,
Twitter
Tapping on links I
stumble upon
Mobile ads I come across
Recommendation on
video apps like Youtube
Mobile search results
Reading about the video
in a news app
Mobile Video
Discovery
Offline
is the top
source of
mobile video
discovery
Unintentional Browsing*
People come across videos without actively looking for one
28
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29. Video content providers are top discovery platform
• Consumers turn to video content providers (72%) to find videos they want to watch with YouTube (62%) leading the way.
• Social media (42%) and search (20%) are also key platforms that attract mobile viewers looking to watch videos.
% mobile video viewers who found and watched video while actively looking for one
Top mobile video discovery sources - Intentional Browsing*
Source: onDevice, 2015
Mobile Video
Discovery
10%11%12%14%
20%
42%
13%
62%
72%
Video
Content
Providers
YouTube TV network
apps
Socia media
sites
Mobile
search
results
Mobile ads Ads on news
apps
Ads on
mobile
browser
Ads on info
giving apps
Intentional Browsing*
People go online to look for a video they would like to watch
Ads are least effective in enabling
mobile video discovery
29
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30. Video content providers lead across all markets
• Consumers across all markets turn to video content providers to find videos to watch on their mobile devices.
• Consumers in East Asia are least likely to turn to social media sites (26%) and instead rely on mobile search (26%) to find videos.
% mobile video viewers who found and watched video while actively looking for one
Top mobile video discovery platform by region
Source: onDevice, 2015
Mobile Video
Discovery
26%26%
72%
15%
46%
71%
18%
40%
74%
20%
44%
72%
20%
43%
75%
US & Canada
Europe
Latin America
Australia & New Zealand
East Asia
Video Content Providers Socia media sites Mobile search results
Video Content providers dominate
globally in mobile video discovery
30
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32. Mobile Video Influence
5
What influences people’s decision to watch a mobile video?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
32

33. Leisure & relaxation influence decision to watch
• People watch mobile videos to kill time when free (41%), to unwind (38%) or relax after work (31%).
• People are also motivated to watch mobile videos if they have been waiting for the video to be released (32%).
% mobile video viewers by reason for watching
Top reasons for watching mobile video
Source: IAB & GfK, 2015
20%
22%
24%
25%
31%
32%
38%
41%I am free and have nothing to do
I am in the mood to unwind
I’ve been looking forward to this video
I watch to relax after work/homework
I got drawn in after tapping a link
It’s relevant to my hobbies & interests
It’s not available on TV
I don’t have pay-TV
Mobile Video
Influence
Decision to
watch video
depends on
the person’s
State of Mind
Unintentional Browsing*
People come across videos without actively looking for one
33
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34. Short form music & funny viral videos attract viewers
• People watch music videos (49%) and short viral videos (49%) on their smartphones above all other video types.
• When it comes to long form content, consumers watch full TV show episodes (23%) and full length movies (21%) on mobile.
% mobile video viewers who watched video by type of video
Influence of video type on decision to watch a video
Source: onDevice, 2015
Mobile Video
Influence
21%22%22%23%
27%27%
29%29%
41%
49%49%
Music video Funny short
viral video
Movie trailer How-to video Sports Commercial News Full TV show
episode
Video by
friend/family
Short TV
show clip
Full length
movie
People just as likely to watch
viral shorts as music videos
A small group of people also watch long
form videos on their mobile devices
34
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35. US and Canada lead in short form video viewers
• Consumers in US & Canada are most likely to watch music video (57%), funny virals (60%), and movie trailers (55%).
• Funny virals drive short form video in english speaking markets of US & Canada (60%) & Australia & New Zealand (59%).
% mobile video viewers who watched video by type of video
Top three most watched short form videos by region
Source: onDevice, 2015
US & Canada Europe Latin America
Australia &
New Zealand
East Asia
24%
46%
39%40%
55%
30%
59%
48%48%
60%
40%
51%52%
48%
57%
Music video Funny short viral Movie trailer
Mobile Video
Influence
US & CANADA
#1 in all top three
short form videos
35
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36. People prefer watching funny virals the most
• Consumers would choose watching funny virals (22%) to music (16%) or sports videos (11%).
% mobile video viewers who would pick video to watch by type of video
Top five most preferred videos to watch
Source: onDevice, 2015
Mobile Video
Influence
6%6%
11%
16%
22%
Funny short viral Music Video Sports Movie trailer How-to video
36
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37. Funny virals drive short form mobile video in US
• Viewers prefer funny virals in English speaking markets of US & Canada (25%) & Australia & New Zealand (30%).
% mobile video viewers who would pick video to watch by region
Top two most preferred short form videos by region
Source: onDevice, 2015
US & Canada Europe Latin America
Australia &
New Zealand
East Asia
15%
12%
21%
16%15%
9%
30%
20%
22%
25%
Funny short viral Music video
Mobile Video
Influence
Preference for funny virals over music videos is most prominent in English speaking markets
37
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38. US leads in mobile viewing of full TV episodes
• Consumers in the US & Canada are most likely to watch full TV episodes on their mobile deices (30%).
• East Asian consumers lead in watching full length movies on their mobile devices (34%).
% mobile video viewers who watched video by type of video
Most watched long form videos by region
Source: onDevice, 2015
Global US & Canada Europe Latin America
Australia &
New Zealand
East Asia
34%
23%23%
19%20%21%
23%23%22%23%
30%
23%
Full TV show episode Full length movie
Mobile Video
Influence
#1 for full TV show episode
watched on a mobile device
#1 for full length movies
watched on a mobile device
38
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40. Mobile Video Consumption
6
How, when, and where do people watch mobile videos?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
40

41. People mostly view mobile videos on apps
• Consumers overwhelmingly prefer mobile apps (48%) over mobile websites (18%) to watch videos on their mobile devices.
• US lags behind other regions in adopting mobile apps for video consumption (44%).
% mobile video viewers who watched video by type of medium used
Mobile video consumption medium - Mobile Apps vs Mobile Websites
Source: onDevice, 2015
Global US & Canada Europe Latin America
Australia &
New Zealand
East Asia
Mobile Video
Consumption
49%49%52%47%44%48%
20%20%
21%
21%26%22%
19%19%16%19%21%18%
12%13%11%13%10%12%
Don't know Mostly use mobile web Use mobile web and apps equally Mostly use mobile apps
Mostly use
mobile apps
41
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42. Mobile video viewing peaks at prime time
• Mobile video consumption peaks at prime time (8PM-11PM) across all markets including the US & Canada (48%).
• US & Canada, as well as Australia and New Zealand, start peaking earlier (48% and 42% at 5PM-8PM) than other regions .
% mobile video viewers who watched video by time of viewing
Mobile video consumption by time of day
Source: onDevice, 2015
Early Morning
(5AM - 7:59AM)
Morning
(8AM - 10:59AM)
Noon
(11AM - 1:59PM)
Afternoon
(2PM - 4:59PM)
Evening
(5PM - 7:59PM)
Night
(8PM - 10:59PM)
Late Night
(11PM - 1:59AM)
Very Late Night
(2AM - 4:59AM)
Mobile Video
Consumption
8%
27%
51%
27%26%
21%
16%
10%
7%
20%
47%
42%
33%
20%
18%
14%
8%
23%
44%
27%
22%
25%
20%
16%
6%
21%
45%
38%
30%
22%
17%
11%
8%
25%
48%48%
30%
26%
22%
16%
US & Canada Europe Latin America Australia & New Zealand East Asia
All regions peak
after 8PM
42
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43. People mostly watch mobile videos at home
• Home is the top location to watch mobile videos globally (78%) and especially in the US & Canada (89%).
• US & Canadian consumers also watch mobile videos at other people’s home (37%), at work (33%), and at school/college (19%).
% mobile video viewers who watched video by place of viewing
Mobile video consumption by venue across global regions
Source: onDevice, 2015
Global US & Canada Europe Latin America Australia & New Zealand East Asia
Mobile Video
Consumption
17%17%18%17%19%17% 19%
27%26%
22%
33%
24%
11%
33%
22%24%
37%
24%
82%81%
77%75%
89%
78%
At own home At someone else's home At work At school/college/university
People overwhelmingly prefer watching mobile videos at home
43
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45. Mobile Video Monetization
6.1
Are people willing to pay for mobile video?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
Mobile Video Monetization
Mobile Video Ads
45

46. Long form video viewers most likely to pay
• Paying mobile video viewers make up a small niche (16%) and are more likely to be men (19%).
• Daily or more frequent viewers of long form mobile video are most likely to pay to view on their mobile devices (23%).
% mobile video viewers who paid to watch a video by gender & video length
Paid mobile video consumption by demographic & video length
Source: onDevice, 2015
Mobile Video
Monetization
84% 16%
Have paid to watch video on mobile
Haven't paid to watch video on mobile
23%
18%
13%
19%Men
Women
Watch short form videos at
least once a day
Watch long form videos at least
once a day
Long form viewers
most likely to pay
46
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47. US, Canada & East Asia drive paid mobile video
• East Asian consumers are most likely to pay to watch mobile video (26%) followed by viewers in US & Canada (23%).
% mobile video viewers who paid to watch video by region
Paid mobile video consumption by region
Source: onDevice, 2015
Mobile Video
Monetization
26%
18%
13%14%
23%
16%
Global US & Canada Europe Latin America Australia & New
Zealand
East Asia
Consumers in East Asia and North America most likely to pay to watch mobile video
47
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48. Most people would watch ads to avoid paying
• People are more wiling to watch free video with ads (78%) instead of paying to get rid of ads (23%).
• People are most willing to pay for ad-free videos in North America (26%), East Asia (26%), and Australia & New Zealand (26%).
% mobile video viewers who would pay to watch video with no ads
Willingness to pay for ad-free mobile video by region
Source: onDevice, 2015
Global US & Canada Europe Latin America
Australia &
New Zealand
East Asia
Mobile Video
Monetization
7%9%
4%7%9%8%
15%17%
14%14%17%15%
78%74%82%79%74%78%
Watch free mobile video with ads Pay a monthly subscription fee Pay for each mobile video
23% 26% 21% 18% 26% 26%Willing to Pay
Watch ads to
avoid paying
48
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50. Mobile Video Ads
6.2
What kind of ads do mobile video viewers want?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
Mobile Video Monetization
Mobile Video Ads
50

51. Video ads more noticeable than other ad types
• Mobile video viewers notice video ads (44%) over sponsored messages (34%), pop-up ads (26%) and still images (24%).
% mobile video viewers who watched an ad while viewing a video on their mobile
Mobile ads noticed while viewing a video by type of ad
Source: onDevice, 2015
Mobile Video
Ads
12%13%
24%26%
34%
44%
Video ads before,
during or after
“Sponsored by”
messages
Ad overlaid on
screen during video
Still image before or
after video is played
Other types of ad None of these
Most people watch
video ads while
watching a video
51
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52. Video ads win people’s attention in the US
• More than half (57%) of North American viewers noticed a video ad.
• Half of all viewers (50%) in the Pacific region paid attention to video ads played before, during, or after the video.
% mobile video viewers who watched an ad while viewing a video on their mobile
Mobile ads noticed while viewing a video by region
Source: onDevice, 2015
US & Canada Europe Latin America Australia & New Zealand East Asia
33%
28%
22%22%
28% 27%26%
23%
27%
29%
34%
45%
31%
29%
47%
40%
50%
37%
44%
57%
Video ads before, during or after “Sponsored by” messages
Ad overlaid on screen during video Still image before or after video is played
Mobile video viewers in English speaking regions are most likely to notice video ads
Mobile Video
Ads
52
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53. 66% 70% 67% 71% 60% 59%
People recognize online video ads if seen on TV
• Around two third (66%) of viewers recognized TV ads on mobile often or sometimes.
• Viewers in Latin America are most likely to recognize a mobile video ad (71%) from TV.
• Seven in ten (70%) viewers in the US and Canada also recognize TV ads when they see it online
% mobile video viewers who noticed an ad from TV while watching video on mobile
Noticing an ad seen on TV while watching mobile video
Source: onDevice, 2015
Global US & Canada Europe Latin America
Australia &
New Zealand
East Asia
22%23%30%29%27%28%
37%37%
41%38%43%38%
31%27%
20%23%19%24%
5%8%7%6%6%6%
5%5%3%5%6%5%
I never watch TV Never Rarely Sometimes Often
Often/Sometimes
Mobile Video
Ads
53
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54. Mobile video viewers want relevant ads
• Most consumers want mobile video ads that are tailored to their viewing experience (82%)
% of mobile video viewers by desired ad type
Mobile video ad preference
18%
82%
Tailored to my experience
Not tailored at all
Viewers want ads that match
their experiences
Mobile Video
Ads
Source: onDevice, 2015 54
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55. People wants ads relevant to videos they watch
• Consumers globally want video ads relevant to the video being watched (34% US & Can, 25% UK, 27% LAM, 35% AUS/NZ, 28% EA).
• Video viewing history was also an important factor in ad preference in the US & Canada (28%), Europe (28%), and LAM (21%).
• Consumers would prefer watching ads from their favorite brands in Europe (17%) and East Asia (24%).
% of mobile video viewers who desire given ad type by region
Top three mobile video ad preferences by region
Mobile Video
Ads
Source: onDevice, 2015
US & Canada
Related to the
video being
watched
34%
Related to my
recent video
history
28%
Related to my
location
24%
Europe
Related to the
video being
watched
25%
Related to my
recent video
history
18%
Related to my
favorite
brands
17%
Latin America
Related to the
video being
watched
27%
Related to my
recent video
history
21%
Related to my
demographic
18%
Australia &
New Zealand
Related to the
video being
watched
35%
Related to
sites you’ve
visited online
21%
Related to my
recent video
history
20%
East Asia
Related to the
video being
watched
28%
Related to my
favorite
brands
24%
Related to my
daily routine
22%
55
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57. Mobile Video Advocacy
7
How do mobile viewers engage after watching a video?
Mobile vs
Desktop Video
Sizing the Future
of Mobile Video
Mobile Video
Growth Drivers
Mobile Video
Discovery
Mobile Video
Influence
Mobile Video
Consumption
Mobile Video
Advocacy
57

58. People engage on social media post viewing
• Women more likely to engage on social media (74%) after viewing a mobile video compared to men (62%).
• Men most likely to add & read comments (27%) while women most likely to follow show or creators on Facebook & Twitter (35%)
% mobile video viewers who engage on social media after viewing a video by gender
Social media engagement after viewing a mobile video by gender
24%
28%
21%
35%
74%
20%
27%
27%
23%
62%
Male Female
I engage on social media after
watching a video
I follow the show/creators on
Facebook or Twitter
I read online discussions and
add my comments to video
I watch the video again with
my friends, family & relatives
I post to Facebook and Twitter
about the video I just watched
Mobile Video
Advocacy
Source: IAB & GfK, 2015
Women more likely to engage on
social media after viewing video
Men most likely to add comments
and read discussions
Women most likely to follow the
show/creators on social media
58
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59. Most people share mobile videos they view
• People overwhelmingly share mobile videos after watching them (68%).
• Mobile video viewers in US & Canada (75%) are most likely to share followed by those in Latin America (73%).
% mobile video viewers who shared videos after viewing it
Sharing mobile video after viewing it by region
Source: onDevice, 2015
Global US & Canada Europe Latin America
Australia &
New Zealand
East Asia
39%39%
27%32%25%32%
61%61%
73%68%75%68%
Yes No
Shared video
on social media
Mobile Video
Advocacy
59
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60. Heavy advocates share mobile video every day
• A third (33%) of mobile video viewers share the videos at least once a week.
• More than one in ten (15%) are heavy advocates sharing mobile video everyday.
% mobile video viewers who shared videos after viewing it
Sharing mobile video after viewing it by region
Source: onDevice, 2015
Mobile Video
Advocacy
32%23%12%18%15%
Daily Weekly Monthly Less frequently Don't share
Weekly Advocates 33%
60
Light Advocates 23%
Regular Advocates 45%
Heavy Advocates 15%
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61. Free, fast, and good quality videos drive advocacy
• Consumers are motivated to share mobile videos that have good picture quality (40%), are free (38%), and stream fast (33%).
• Consumers also take into account good sound quality (32%), wi-fi availability (30%), and trustworthiness of source (29%).
% of mobile video viewers who share mobile video after watching by reason for sharing
Top six reasons that drive consumers to share mobile video online
Mobile Video
Ads
Source: onDevice, 2015
Mobile Video
Advocacy
29%
30%
32%
33%
38%
40%Good picture quality
Free video content
Fast streaming speed
Good sound quality
Connected via wi-fi, not 3G
Trustworthy source
61
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62. US video advocates most driven by price and quality
• US mobile video viewers are most likely to share video if it’s free (51%), offer good picture (51%) and sound quality (48%).
• Streaming speed (42%), wi-fi connection (40%), and trust towards source (34%) also play a key role.
• Sharing is prominent in Australia & New Zealand driven by picture quality (46%), free content (44%), and streaming speed (40%).
% of mobile video viewers who share mobile video after watching for given reason for sharing by region
Top six reasons that drive consumers to share mobile video online by region
Mobile Video
Ads
Source: onDevice, 2015
US & Canada
Free video
content
51%
Good picture
quality
51%
Good sound
quality
48%
Fast streaming
speed
42%
Connected via
wi-fi, not 3G
40%
Trustworthy
source
34%
Europe
Good picture
quality
37%
Free video
content
34%
Fast streaming
speed
29%
Good sound
quality
29%
Connected via
wi-fi, not 3G
26%
Trustworthy
source
26%
Latin America
Good picture
quality
39%
Fast streaming
speed
37%
Good sound
quality
35%
Free video
content
34%
Trustworthy
source
33%
Connected via
wi-fi, not 3G
30%
Australia + New Zealand
Good picture
quality
46%
Free video
content
44%
Fast streaming
speed
40%
Good sound
quality
36%
Connected via
wi-fi, not 3G
36%
Trustworthy
source
29%
East Asia
Free video
content
43%
Good picture
quality
38%
Connected via
wi-fi, not 3G
35%
Fast streaming
speed
32%
Trustworthy
source
29%
Good sound
quality
26%
Mobile Video
Advocacy
62
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