IAB supports major mobile research project

IAB UK is lending its weight to a new research project to stimulate the mobile advertising industry.

Friday, 13 February 2009

The Mobile Advertising UK project has been initiated by Aeneas Strategy, Every Single One Of Us and MSearchGroove. The research will document the state of the mobile advertising industry in the UK, identifying growth opportunities in the emerging mobile advertising marketplace to the benefit stakeholders, shareholders and consumers worldwide.

The project enjoys the support of a cross-section of mobile operators, mobile companies, and big-name brands as well as IAB Europe and the Mobile Marketing Association (MMA), and represents the first phase of a wider pan-European research project. The report will encourage discussions about emerging business models, industry issues and areas of growth in an attempt to help companies engage with potential consumers and ultimately drive mobile advertising revenues and positive results.

“Mobile media usage is now mainstream, and the more we can do to further educate advertisers and agencies on its potential the better,” says Jon Mew, head of mobile at the IAB. We are pleased to be a part of this research project that will provide end-to-end analysis for mobile advertising, from the advertisers to consumers.”

Mobile Advertising UK will draw upon primary research, including in-depth interviews with mobile executives, agencies and mobile networks, as well as online and mobile consumer surveys. Research will be coordinated by ÆNEAS Strategy Consulting and Management, an international consultancy firm focused on strategy and business development for the telecommunications market and global mobile industry, and conducted by MSearchGroove, a knowledge resource providing analysis and commentary on mobile search, mobile advertising and social media.

IAB members can receive a ten per cent discount off the launch partnership fee. Contact jon@iabuk.net for more information.

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