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SMARTPHONES TO COME INTO THEIR OWN NEXT YEAR, SAYS DAUMAN

December 11, 2013 by · Leave a Comment 

The flourishing growth of smartphone, tablet, and other mobile devices that can deliver video to consumers out of their homes represents an appealing promise for Viacom’s future, the company’s president and CEO Philippe Dauman said at a media conference in New York on Tuesday. He indicated, however, that what is presently holding back growth in that area is that audiences using mobile devices are not satisfactorily measured; advertisers are thus unable to determine how many viewers are watching their commercials. “Once that measurement becomes better we’ll be able to put more of our content on these devices,” he said. What makes the mobile audience especially appealing, Dauman indicated was that “younger audiences are more apt to use these smaller devices, so that will play in our favor.” As reported by Home Media magazine, Dauman indicated that major changes are near at hand. “I think the year ahead will see a lot of progress in both measurement and distribution of networks and content across mobile devices,” he said, “and as you combine those two phenomena, we will disproportionately benefit from the demographics we serve across most of our networks.”