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An overwhelming majority—92%– of viewers share video they‘ve watched on their smartphones, IAB also found. The videogenres most likely to be shared were humorous short clips (66%) and music videos (52%).IAB commissioned the research as a means of identifying new advertising opportunities such as tying mobile digital video to livetelevision programming or linking magazine ads to relevant mobile clips.―Digital video marketing has skyrocketed over the past year, and is primed to deliver even greater returns on a variety of screens –particularly on mobile phones,‖ commented VP and GM of IAB‘s Mobile Marketing Center of Excellence Anna Bager in the IABpress release. ―This study points to a unique proposition for connecting with consumers who are watching . . . video content onmobile.‖Asked about their feelings towards mobile video advertising, responses from the IAB research were as follows:53 percent said that they are positive or neutrally receptive towards mobile video advertisingNearly half (48%) said that they would prefer seeing video ads that are related to the content of the video clips beingwatchedA significant number (44%) recalled seeing an ad while watching mobile video, with short 10-15 second spots being themost recalled formatAre brands delivering on promise of contextuallyrelevant mobile experiences?By Chantal TodeDecember 18, 2012The goHow app delivers contextually relevant contentThe ability to deliver contextually relevant experiences is one of mobile‘s big promisesfor marketers. While many experiences have not lived up to these promises, there aresigns that 2013 could see a significant jump forward.The ability to leverage not only the time of day and a user‘s location – which marketersare getting better at all the time – but also a user‘s behavior and preferences is key tostrong contextual relevancy. However, marketers face internal as well external challengesto making this a reality."I think most marketers are still failing to deliver strong contextual experiences on mobiledevices,‖ said Thomas Husson, Paris-based analyst at Forrester Research.―I am not referring here to the advanced use of geo-fencing capabilities — thereobviously have been great location-based campaigns,‖ he said. ―By context, I also meanmaking the most of preferences stated by consumers and their past behaviors.106