Consensus from 3, O2, Orange, T-Mobile and Vodafone UK gives IAB remit to move mobile to the next level.

Tuesday, 23 September 2008

Following agreement from all the major UK mobile networks, the IAB has officially widened its remit to serve the mobile advertising industry. As of September 2008, the five UK networks – 3, O2, Orange, T-Mobile and Vodafone UK have formed a Mobile Steering Group (MSG) to oversee and advise on the trade body’s strategy to educate the advertisers and agencies about the benefits of mobile advertising.

Launched in 1997, the IAB has long-extolled the virtues of online advertising to the marketing community, and – with significant funding from all five UK operators - will now build upon the work they have already done in the mobile arena to formally extend their offering with a series of initiatives over the next 12 months and beyond. With plans to hire a senior mobile manager in October, the IAB aims to grow the medium via dedicated events, educational publications and research essential to its development.

These activities will be supported by the IAB Mobile Council, which was launched in November last year. The Council is responsible for the implementation of many of these initiatives and currently boasts expert members from across the mobile advertising industry. The IAB will be growing this membership over the coming months to include representatives from major publishers, agencies, advertisers and technology companies to ensure that all areas of the market are covered. The first event the IAB will be hosting in their new role as a mobile advertising trade body will be a Mobile Forum on 7 October.

Whilst the IAB concentrates on research and promotion for mobile, the operators remain committed to the Mobile Marketing Association (MMA) – the global organisation dedicated to best practices and the protection of consumer privacy. The IAB will also be liaising with the GSMA on their mobile audience measurement project.

In late 2007, the IAB conducted a survey amongst 40 senior-level marketers, who suggested that this year and next are critical to the success of the medium. The study found that mobile advertising is viewed in much the same way as online was at the turn of the century: lacking standards, measurement systems and case studies demonstrating the efficacy of the medium.

Dean Simon, head of UK content and i-mode at O2 said: “As a member of the IAB’s Mobile Steering Group, we intend to be actively involved in shaping their strategy to promote mobile advertising in the UK. Together we are planning an exciting programme of research, presentations and events to educate and inspire advertisers and agencies.”

Steve Ricketts, head of third party services & mobile advertising at Orange UK said: “Working together with the IAB we can bring down barriers and drive success for advertisers, agencies and consumers. Having been a member of the IAB for many years, we look forward to jointly flying the flag for mobile - emulating or even exceeding the success with online, to make make mobile the fastest growing and most engaging advertising medium."

Shan Henderson, head of mobile advertising and industry development at Vodafone UK said: “These are exciting times for the industry - consumers are becoming more acquainted with mobile as a marketing medium and increasingly accepting of relevant, targeted advertising on their handsets. Formally appointing the IAB as the trade body for mobile advertising is an important step, and we are keen to work closely with them in the future to inspire the industry and accelerate growth.”

• For more information contact Amy Kean