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(VIDEO) Gaming Is The New Cinema: AdColony's Barash

03/09/2015 04:41 pm ET | Updated May 09, 2015

We've known for some time that the video games industry is bigger than Hollywood. But the growth of mobile gaming is underlining that position.

"The phone is your primary device," says business development mobile ad tech provider AdColony's VP Matt Barash.

"Maybe gaming is the new cinema. It's where people spend a lot of time.

"Recently, we had the Super Bowl - we saw a number of different app developers spending between $4m and $9m (on advertising) - that's validation."

AdColony makes HD-quality video play more efficiently on mobile phones, including for in-app ads.

Barash was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please find Beet.TV's coverage of the event here.

You can find this post on Beet.TV.