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There is a consensus in advertising that mobile video is the future, but that future is still hazy.
Mobile video can run in apps like Facebook, Snapchat and YouTube or be bought through ad networks that serve the mobile Web. There are six-second, 15-second and 30-second formats, and there are Gifs. There also are ways to measure by impression or engagement.
It's this fragmented landscape that is creating uncertainty at an otherwise golden moment for mobile video, according to eMarketer, which released a report today taking a comprehensive look at the forces shaping the sector.
"There's still some inconsistency with the ad formats for mobile video," said eMarketer analyst Jeremy Kressmann.