As things stand now, people are not too crazy about mobile video ads. In November 2013 polling by PricewaterhouseCoopers, only 12% of US mobile phone owners cited video as their preferred mobile ad format. More than twice as many favored banners, likely because that format can more readily be ignored; even more chose coupons, likely because coupons can give something back to them.
Mobile video ads create unique frustrations. One problem is that video is the most data-intensive form of content, and therefore when users are on 3G or 4G networks, the ad play is on their dime. Read the rest at eMarketer.