Nearly two-thirds of mobile video viewing is occurring in the home, often concurrently with another screen, according to a just-released study from the Interactive Advertising Bureau. These findings underscore both the vital role that mobile phones play in the lives of consumers as well as the multiplatform marketing opportunities across devices, says Anna Bager, Vice President and General Manager for the Mobile Marketing Center of Excellence at the Interactive Advertising Bureau in an interview with Beet.TV. Specifically, the study found that 36% of home viewing of mobile video occurs in the same room with a TV, computer or laptop. The IAB also uncovered useful insight for brands about consumer interest in mobile advertising. About 48% of respondents said they prefer to see video ads related to the content they're watching, Bager says. In addition, 44% recalled seeing an ad while watching a mobile video, she says.The most popular types of mobile video are music videos, movie trailers and tutorials, with humorous videos the most likely to be shared.Bager says the industry will continue to delve into other aspects of mobile video such as the ideal length of videos, where to place the video ads, and the prospect of standards. The IAB is currently working on the development of standards.