Though most smartphone video viewers haven’t cut back on time spent with traditional TV, the majority admit to watching mobile video while viewing programs on the tube, presenting advertisers with the challenge of maintaining viewers’ split attention. Recent research suggests many advertisers are using the same ads across screens—and missing the opportunity to engage mobile viewers with tailored content.
http://www.emarketer.com/Article/Smartphone-Video-Creeps-TV-Time/1012633?ecid=NL1002