What makes me think this? Mobile video is irrelevant because the medium doesn't change anything about our ability to offer scale, targeting, optimization or performance media to our advertisers. In addition, mobile video advertising is served in a nearly identical way to online video (i.e., a forced view before the consumption of free content), so the experience of viewing the ad doesn't change the way it's consumed or performs.
Touting mobile video ads is the equivalent of touting media tied to a certain type of computer (laptop video ads), browser (Chrome video ads) or type of location (college video ads). Advertisers very rarely target ads based on the type of computer, browser or location category, and it is safe to assume that mobile will not be separated from online for most campaigns in the future.
Simply having inventory in a specific medium (mobile, set top box, etc.) is not a differentiator in a marketplace in which the ad unit and experience are consistent.
As a result, we expect mobile video advertising to be a line item on online video advertising campaigns and that the largest sellers of online video advertising (i.e., big publishers and ad networks) will ultimately dominate the mobile video advertising category. If a video network is already running a $100k campaign for two days prior to a movie premiere, why wouldn't they offer to allocate 20% of that budget to mobile inventory?
What is significant about the new mobile inventory is its massive scale and how that impacts a video network's ability to deliver results for its advertising clients. IPhone and Android inventory becoming "video-enabled" is the equivalent of the video industry growing by 25% overnight. The benefits for advertisers who work with vendors that can deliver this high-volume, high-impact inventory will be profound, and will enable them to reach consumers in a new and impactful way.