LONDON — Mobile video heralds a chance for advertisers to reach consumers who may appear to be distracted or in the outdoors – but who are actually highly engaged and watching TV, according to Weather Channel international yield and programmatic Daniel Young.

“It’s personal,” Young tells Beet.TV in this video interview. “They’re watching it not only out of home but in-home as well.

“I heard a term, “meerkatting” – they’re watching terrestrial television or cable television whilst on the phone consuming other video content.

“So I think there’s a real opportunity to synchronise with other messaging. The way the phones are being built is for video; the screens are getting bigger.”

The Weather Channel uses programmatic technology to sell ads inside its mobile app in real-time and depending on weather conditions in users’ locales, Young says.

This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.