Mobile video is on less than 2 percent of cell phones, but some 40 percent of consumers say they'd watch it if it were free. That interest level creates an opportunity for marketers to experiment with ad formats and targeting on mobile video, according to JupiterResearch.
So far, advertisers have shown little interest in the category, with less than 1 percent saying they bought commercials during mobile video shows in the last year. Agencies were slightly more aggressive in buying mobile video, at 3 percent.
To help expand the mobile video niche, Jupiter advises advertisers to tailor messages to specific users and use a range of formats including pre- and post-roll, banners and branded content. Features such as voting and links will also help to boost interaction and provide ways to measure campaign results.