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The rising quality of video viewing on smartphones, the advent of tablet devices and the introduction of super fast mobile networks has meant that streaming TV and watching large video files is now a reality. Whereas previously it was just a dream, with early attempts leaving a lot to be desired.

Superior displays and growing screen sizes on mobile devices have also played a part in this, dramatically improving the user experience. Streaming services such as Sky TV are now available on handheld devices and catch up TV apps like BBC iPlayer and ITV Player are extremely easy to use on the mobile interface. Also, the number of TV shows available to watch on YouTube has meant that mobile video and TV viewing continues to rise.

Juniper Research predict that the number of users of mobile TV and video viewing will reach 2 billion by 2017. This will surely have implications for advertisers, but what exactly will it mean for them?

It will certainly mean a greater focus on mobile advertising, with the spend on this medium detracting from advertising budgets on desktop and TV. The rising popularity and capabilities of mobile viewing will also allow advertisers to be more specific, targeting by genre through either in-app advertising or alongside mobile video viewing.

Advertising on YouTube will also become more competitive, as viewing figures on mobile devices rise. Finally, it is also worth considering the effect that this will have on mobile remarketing and it is likely that it will become a far more attractive proposition.