The next 12 months have been heralded a real turning point for mobile internet advertising, when the experience will match the technology and consumers will get over their hang-ups about using their mobile phones for something other than communication and surf to their hearts’ content on the move, occasionally interacting with advertising. The IAB’s 'mobile advertising: the emerging UK market' report - written with the Mobile Marketing Association and available to download below is an ideal introduction to the increasingly important mobile market.

A growing number of consumers are already using mobile internet. They’re using it for news and entertainment, travel information and locations, price comparisons and email. Male 16 – 34 year olds have proven to be the early adopters but other groups are steadily increasing their usage as familiarity with the medium develops. Transparency of mobile packages is improving, content is getting better and more relevant, and mobile usability is finally beginning to be addressed with the development of more and more tailor-made mobile sites and the next generation of mobile technology.

We know that media owners already have established models for advertising on mobile, but marketers have been relatively cautious thus far. However, there are a number of benefits to mobile marketing that your brand can enjoy: enhanced targeting by demographic and day-part, the highly personal nature of the mobile phone, mass reach and the fact that users are likely to have their mobiles always with them and always on. The aim for marketers is to exploit these opportunities with a great creative idea and relevant content. Of course that’s easier said than done, and the medium is not without its challenges and inextricable barriers before it really hits the mainstream.

Like other IAB reports, this document will present a thorough overview of the UK mobile advertising market as it currently stands, a profile of your audiences and what they’re doing, all the vital statistics regarding past, present and future growth as well as standards and guidelines for brands now looking to take their marketing communications even further. It provides some key facts and useful case studies on how mobile internet advertising can work in practice and we’ve also asked the experts within our IAB membership for their thoughts on exactly where they think the market is headed.

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• An ideal introduction to the increasingly important mobile market. (2628k)
  An ideal introduction to the increasingly important mobile market.

• If you would like a hard copy of the 'mobile advertising: the emerging UK market' report,please email Jack at the IAB

• Information on the IAB's mobile council