By the end of 2016/beginning of 2017, video viewing on smartphones and tablets should compete equally with computer viewing. This is one of the main findings of a recent study, conducted by Adobe, dealing with the viewing of video content on mobile phones and the impact of this new trend on advertising.

To support its remarks, the Adobe Digital Index team analyzed more than 214 billion ad impressions, 201 billion online video screening launches, and some 100 billion website visits. The study also reveals that between the 1st trimester of 2014 and the 1st trimester of 2015, viewers’ exposure to ads on mobile phones progressively surpassed that of computers, with an increase of nearly 40%.

Enormous advertising potential for videos on mobile phones, therefore, but largely underexploited. As a matter of fact, after an Interactive Advertising Bureau study in the United States, mobile phones represented less than 10% of advertising investments, far behind TV, Internet (on the computer), print and radio. This flagrant imbalance should encourage ad executives to review their priorities.

Adobe estimates that advertising investments in mobile phones, relatively weak today with regard to their potential and the time spent by audiences on small handheld screens, should grow substantially in the years to come, particularly in Europe, by harnessing a part of television advertisement investments.

The idea of using video as a narrative tool and a vehicle for customer engagement certainly isn’t new–it’s even quite fashionable with e-marketing specialists today. The Adobe study, however, highlights the potential and advantages of video advertisement on mobile phones, compared with television advertisements. On mobile phones, retailers have, for example, the possibility to measure the impact of their campaigns more precisely, but also to broadcast different videos to targeted audiences.

Image bank Fotolia, which joined the Adobe family at the beginning of 2015, already supports this trend. Fotolia offers nearly a million video clips to illustrate all types of creative projects. Each clip, with a duration of 5 to 60 seconds, is downloadable in various resolutions, and thanks to royalty-free licenses, the video can be broadcasted worldwide and on social networks without additional charges.

And the price and quality of these videos are exemplary. As was the case with photo and illustrations a few years ago, many world-renowned motion picture studios regularly join the ranks of microstock contributors. Videos of trips, dream destinations, spectacular aerial views, lifestyle clips, professional models, 3D animations… some magnificent video catalogues are now accessible at very affordable prices.

For example, check out this clip called “Rise” below, made using around thirty videos pulled from the Fotolia catalog.

https://www.youtube.com/watch?v=YnQNWgB-2Tg

Visit CMO.com to read the full Adobe Digital Index Study. If you’re on the lookout for the latest trends in digital marketing, follow the Adobe Europe Digital Marketing Blog.