SOURCE: Parks Associates

Parks Associates

February 17, 2014 09:00 ET

Parks Associates: U.S. Smartphone and Tablet In-App Advertising to Exceed $5.6 Billion by 2017

Senior Analyst Heather Way Will Moderate Multiscreen Advertising Measurement Panel at Digital Entertainment World (DEW) February 18

DALLAS, TX--(Marketwired - Feb 17, 2014) - Parks Associates advertising research finds approximately 60% of smartphone and tablet users watch 1-5 hours of TV/video on these mobile platforms each week, which will help drive in-app advertising revenues on these platforms to over $5.6 billion by 2017.

Heather Way, Senior Research Analyst, Parks Associates, will discuss this research at the Digital Entertainment World (DEW) conference in Los Angeles tomorrow. Way is moderating the panel "Advertising / Monetization: Multi-Screen Advertising Measurement: What are the Video Metrics of the Future?" in the Brentwood Room at the Hyatt Regency Century Plaza, Tuesday, February 18, 11:15 a.m.-12:00 p.m.

"While industry stakeholders have access to vast amounts of user data, cross-platform audience measurement remains complex, varied, and undefined," Way said. "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 programs 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% of tablet owners and 32% of smartphone users have increased their video consumption on these mobile platforms compared to 12 months ago.

Way's panel will include Jon Vlassopulos, Founder & CEO, Trailerpop; Roland Hamilton, Managing Director, US, Dailymotion; Jaci Hays, SVP, Ad Sales (Tech, Games and Lifestyle), CBS Interactive; and Vamshi Sriperumbudur, VP, Platform Marketing, YuMe. For more information on the 2014 DEW conference, click here.

Parks Associates will present advertising and media entertainment research and analysis at the company's CONNECTIONS™: The Premier Connected Home Conference, May 13-15, 2014, San Francisco. The event features keynotes from AT&T, Lowe's, ARRIS, and iControl Networks. More info at http://www.connectionsus.com.

About Parks Associates: Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions. www.parksassociates.com

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