The release of the iPad, the roll-out of 4G wireless networks with greater bandwidth, and the common availability of unlimited data plans are all driving the consumption and demand for mobile video.  Overall, the number of mobile video users is predicted to increase to 95 million by 2015. 

It is also becoming easier to produce and distribute mobile video.  More mobile phones are in market that support video standards such as the H.264 codec, often represented via HTML5.  This codec balances processor requirements, (battery life,) video quality and content size very well. HTTP Live Streaming technology now makes it easier to deliver dynamic pre/mid/post-roll advertising on Apple devices as well as video streaming via a basic web server infrastructure.  The maturing technology increases available content, expands the audience for mobile video and makes it a more attractive mode of advertising. The advertiser can even reuse online video for mobile creative, driving down production costs.  

However, mobile video has not become the norm just yet.  Today nearly 50% of consumers are using mobile phones that do not support video.  As smartphones continue to become the majority, this balance will shift.