• by Daisy Whitney , Op-Ed Contributor, March 17, 2017

Mobile video now comprises the majority of video views. About 54% of video views worldwide originate on mobile devices, according to Ooyala’s Global Video Index for the fourth quarter of 2016.

What’s more, mobile will keep growing, and should command 60% of online video views when the numbers are in for the first quarter of 2017, Ooyala said. For the record, mobile accounted for 46% of views a year ago, 34% in 2014, and 17% in 2013.

Good news for marketers comes with this figure, too. Among advertising-supported video, mobile views comprised 56% of the total. The share should rise again this quarter.

Long-form video is leading the viewing charge. It accounted for 47% of all mobile video plays last quarter, ahead of short form with 40%.

While pre-roll is still a critical ad format, accounting for 47% of video impressions, up from 43% a year ago, mid-roll is rising quickly. The number of mid-roll impressions on mobile devices rose from 30% in the third quarter to 48% in the fourth quarter. Mid-roll is becoming a favorite of marketers because of its high completion rates.

The ascent of the mobile phone has been widely chronicled. Nonetheless, its role at the center of consumer behavior and the fast-growing video landscape is worth tracking so advertisers can stay abreast of the trends and deliver ads that fit the preferred consumer medium when they can.