Online video daily penetration has nearly saturated near 30% in key markets. Consumers use more devices to watch video content online while 20% of online video viewers use mobile devices. Though mobile online TV users and traffic are rising, advertising is lagging and not following that trend. Instead, advertisers still focus digital video on PC, only investing 10% of budget on mobile.

With the eagerness of audience to watch more video content across screens, the key challenge for advertisers will be where to invest, how to measure across devices and make smarter budget allocation. More，does mobile video work better in tier 1 or tier 2? Does ad clutter impact brand awareness? For publishers, should they price inventory on different devices? And how to value and take advantage of resources in different devices.

DIVE VIDEO, a research project initiated by OMD, will answer these bunches of questions here.