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.

“The demand is obviously there,” ZenithOptimeda Group strategy director Chris de Cruz 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.

“It’s going to be expedited by the increased form factor of the new iPhone. Then the predilection for short form content will become cemented.”

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’s consumption.”

This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.