• by P.J. Bednarski  @pjbtweet, October 14, 2014

Mobile video ad firm Vdopia's newest Mobile Insights report claims 77% of spending by mobile telecom companies on Vdopia's network took the form of video or rich media advertising, and that video ads worked six times better than banner ads.

The firm says 58 million smartphone users are likely to upgrade their phones by the end of the year and 34 million will switch from one carrier to another.

In terms of audience targeting methodology, the most heavily used was demographic (at 57%) as telecom marketers leveraged age, gender and ethnicity to reach relevant smartphone owners.  Location targeting was next (56%) followed by contextual (22%).