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US smartphone and tablet in-app advertising to exceed $5.6 bn by 2017: Study

MUMBAI: Parks Associates advertising research finds approximately 60 per cent of smartphone and tablet users watch one to five hours of TV/video on these mobile platforms each week. This helps drive in-app advertising revenues on these platforms to over $5.6 billion by 2017.

While industry stakeholders have access to vast amounts of user data, cross-platform audience measurement remains complex, varied, and undefined. There is no scalable, cross-platform audience metric standard in place to determine how traditional and online video complements or overlaps one another from a usage and advertising perspective.

A true cross-platform video measurement approach is essential to quantify unduplicated reach across broadcast and cable TV, the Internet, and mobile apps and web properties. Industry demand will only grow stronger as more consumers access video programmes outside of traditional channels.

Parks Associates research and industry analysis routinely monitors advertising and online video trends. A recent industry report “Advertising Trends and Converged Media” found 44 per cent of tablet owners and 32 per cent of smartphone users have increased their video consumption on these mobile platforms compared to 12 months ago.