If you’re like me, then you’re watching more and more video on your smartphone and you’re also starting to see more video ads. That’s because brands are waking up to the opportunity mobile video represents. To help illustrate some of the payoffs from mobile video ads, Videology has published a new white paper and case studies with 3 different advertisers who have recently had success.

Videology used Nielsen’s Digital Brand Effect studies which measure the impact of campaigns vs. a control group. In the first example, a food brand’s targeted mobile video campaign drove a 125% increase in brand awareness vs. the control group.

In the second example, a streaming video content provider used a desktop and mobile video campaign targeted to comedy viewers to increase awareness of a new original show. The mobile video campaign increased brand awareness by 122% vs. the control group. This contrasted with a 57% increase in awareness for the desktop campaign.

Finally, a food brand looking to increase brand awareness for younger consumers used both mobile and desktop. The mobile component of the campaign resulted in a nearly 47% brand awareness lift vs. the control group, while the desktop component drove a nearly 29% increase.

Despite these successes, Videology acknowledges that it’s still relatively early days for mobile video ads and in a separate “Knowledge Lab” white paper, lists some of the key challenges. These include constrained premium inventory supply, inconsistent measurement, organizational fragmentation at agencies, viewability and fraud. The white paper notes that there’s progress in resolving all of these. The white paper also provides a nice recap of the most popular mobile video units, IAB standards, inventory channels and attribution models.

Looking ahead, Videology believes mobile video will be one of the biggest growth areas for video viewing and for video advertising, given the targeting data mobile offers. Videology also sees continued convergence between mobile and desktop as well as between online video and TV. All of this is being driven by viewers who are watching TV shows across all devices.