• by Daisy Whitney , Op-Ed Contributor, April 10, 2012

With mobile video traffic on a pace to exceed PC traffic, this year will likely bring a slew of mobile video ad innovations.

Case in point. Interactive ad technology vendor Jivox  is rolling out new features to enable “mobile-optimized landing pages” for any multi-platform campaign that includes smartphones.

This is a good thing. How many times have you clicked on a mobile link only to have to scroll across the screen back and forth and back and forth til your eyes pop out? (Happened to me last week. Fortunately, only one eye fell and I popped it back in).

Jivox said the new features let marketers create mobile pages for viewing on both Android and Apple smartphones, and are designed for developers to quickly and easy optimize the pages to boost engagement and lead generation.

Jivox isn’t alone in tweaking its tools for phones. Ad management platform VideoPlaza recently relaunched its platform  to be device agnostic so publishers can sell across PCs, mobile phones, tablets, game consoles and connected TVs. Also, most video ad networks include mobile devices as part of their networks.

Research firm IDC expects that by 2015 more U.S. Internet users will access the Web through mobiles devices  than through PCs.

Want more evidence of mobile video growth?

Cisco has predicted that two-thirds of the world’s mobile data traffic will be video by 2016 and that mobile video traffic will grow “25-fold” between 2011 and 2016.

Closer to home, online video technology firm Ooyala recently reported that the number of video plays on tablets, mobile devices and connected TVs nearly doubled in the fourth quarter of 2011 over the third quarter in its network of sites.