LONDON — Apple’s latest, larger smartphone will ignite the market for mobile video – but content has to fit the size of the device and the time of consumers who use it, says an ad exec.<\/p>\n
“The demand is obviously there,”\u00a0ZenithOptimeda Group strategy director Chris de Cruz<\/a> tells Beet.TV in this video interview. “The ways in which consumers are starting to behave is obviously moving in that direction is obviously moving in that direction.<\/p>\n “It’s going to be expedited by the increased form factor of the new iPhone.\u00a0Then the predilection for short form content will become cemented.”<\/p>\n But de Cruz says simply shovelling TV shows on to mobile won’t succeed: “We are seeing an attempt to transmogrify traditional TV programmes to a mobile device. It doesn’t necessarily work. What we need to do is find a way to create a method of delivery that’s much more appropriate for people\u2019s consumption.”<\/p>\n