Several reports have stated that mobile video is the future, but that future seems to be uncertain.

A handful of social media platforms and channels like Facebook, Snapchat, Instagram and YouTube can run mobile video. Ad networks that serve the mobile Web also markets mobile video; it may be on six-second, 15-second or 30-second formats. Different tools can also be used to measure user engagement.

However, according to eMarketer’s latest findings, it is today’s disintegrated digital landscape that holds responsible in mobile video’s uncertainty at an otherwise golden moment.

“Mobile video ad spend is experiencing rapid growth, thanks to larger audiences of video viewers and growing time spent on smartphones and tablets,” said Jeremy Kressmann, analyst at eMarketer and author of the report. “But challenges with the format are causing growing pains for the industry.”

“There’s still some inconsistency with the ad formats for mobile video,” he added. “There’s in-stream video working off publishers’ native players; there’s interstitials that pop up; there’s in-app, in-game video; interactive video; in banner and in-feed video.”

“It’s confusing on the ad-buyer side trying to figure out what they’re buying and how to get scale,” he said.

While mobile video is one of the fastest growing sectors in digital marketing, drawing in roughly $2.6 billion in the U.S. this year – with a 70% increase over the last year, the figure sadly represents only 10% of all mobile advertising.

Marketers from Facebook to Twitter to Pinterest are coming up with a wide range of video ad styles, and YouTube is unrolling features to pull in more brand dollars. However, the variations and inconsistencies across all the media to buy and all the formats remain to be of prime concern.

“A lack of consensus over metrics and ad pricing between buyers and sellers is hampering mobile video’s growth, as is the variety of mobile video ad formats, which leads to confusion among buyers that may prefer to wait on the sidelines until clear winners emerge. Other challenges to spending growth include uneven ad inventory and uncertainty over whether mobile web or in-app channels are the better option for particular messaging goals”, according to eMarketer’s report.

Media buyers and brands are finding for concrete evidence that video ads is effective and looking for standard measurements to assess and compare all the possible ways they can buy.