venerdì 14 dicembre 2007

Internet Advertising Bureau launches mobile council with mandate to accelerate mobile marketing

IAB unveils mobile initiatives including research, events, reports and dedicated mobile website.


Mobile advertising is not ready and is being treated with caution by marketers, agencies and online publishers, according to new research by the IAB. A survey of 40 senior-level marketers suggests that mobile advertising will not become a mainstream marketing space until at least 2010 and the next two years are critical to the success of the medium.

The study found that mobile is viewed in much the same way as online was at the turn of the century: lacking standards, measurement systems, case studies demonstrating efficacy and offering uninspiring creative. The survey also found that mobile internet also currently offers a poor user experience.
As mobile internet technology becomes increasingly sophisticated and consumers become more comfortable with the mobile experience, brands will have a wealth of opportunities to reach audiences with highly-targeted and relevant campaigns. It is the job of the IAB to show them how. - Guy Phillipson, CEO, IAB
All respondents acknowledged, however, that the personal and interactive nature of mobile handsets makes the medium appealing to advertisers and agencies once these obstacles begin to be addressed.

The qualitative research, among UK brands, agencies and media owners, coincides with the IAB formally announcing its commitment to mobile marketing with the launch of a dedicated Mobile Council and a raft of initiatives. These include the first joint industry report: “Mobile Advertising: the Emerging UK Market”, produced in partnership with the Mobile Marketing Association (MMA) and a dedicated IAB mobile website.

The report is an all encompassing guide to the mobile advertising industry and the formats available for use right now, such as search, display and video. It also sheds some light on the current UK mobile internet audience and market situation in a realistic and pragmatic manner. MMA’s advertising standards are also included as part of IAB’s drive to help their adoption across the industry.
Mobile advertising is the Holy Grail for advertisers seeking pinpoint audience targeting and rich consumer engagement. We're delighted to build a partnership with the IAB to bring the mobile message to its advertisers and agencies. - Jonathan Bass, chairman, MMA UK


The Mobile Council is the cornerstone of IAB’s plans to educate the industry and raise the profile of mobile advertising and will be chaired by Jim and Ferhan Cook from MobiAd News. Its mandate is to grow the mobile medium by educating marketers about available tools, contributing to and recommending advertising standards, and commissioning research to aid measurement and planning.

The IAB Mobile Council features representatives from mobile operators, major portals, creative, media and dedicated mobile agencies and will meet in early December.

The IAB’s mobile events programme kicks off on 29 November with “Engage for Mobile”, the UK’s first dedicated mobile marketing conference.

To support all initiatives the IAB is recruiting dedicated staff and launching a mobile website, http://mobile.iabuk.net/, a resource for marketers.
Taken from http://www.mobiadnews.com

Google Search

Etichette

twitter (1490) IFTTT (1486) Social Media (18) Facebook (16) Netlog (10) social networking (8) mobile internet (7) Mobile marketing (6) number of social media (6) Social Media Marketing (5) Yahoo (5) apple (5) Brand (4) google (4) video (4) Michele Ficara Manganelli (3) Viral (3) advertising (3) apple iphone (3) blog (3) infografica (3) mobile advertising (3) newspaper (3) nokia (3) smartphone (3) youtube (3) Festival Canzone Italiana (2) Inside Facebook (2) Italy (2) Ivan Marino (2) Mark Zuckerberg (2) Mobile (2) Myspace (2) Sony (2) Youngster (2) appstore (2) giornali (2) internet of things (2) mobile internet usage (2) mobile metrics (2) online advertising (2) report (2) stats (2) 1billionhungry (1) 1in5 (1) Assodigitale (1) Audience (1) Avatar (1) BMW (1) Berlusconi (1) Bicycle Charger (1) Blogosphere (1) Boston (1) CEO (1) Ceglia (1) Chase Crawford (1) Cinema (1) Coke (1) Community (1) Consumer profile tool (1) Cornel West (1) Council of Europe (1) Ctr (1) Dan Kennedy (1) Dati ascolto Sanremo (1) Disney (1) District9 (1) Edward Norton (1) Fan Page (1) Felicity Huffman (1) Forest Whitaker (1) GRP (1) Giorgio Napolitano (1) Globe (1) Google executives in Milan (1) Goverment (1) Gray Powel (1) Guardian (1) Harlem Blog Trotter (1) Iab (1) Italian (1) Italy's Google Verdict (1) Jason Bateman (1) Jumpcut (1) Justin Long (1) Leo DiCaprio (1) Lodo Alfano (1) Lorenz Bogaert (1) Lorenzo Montagna (1) Luca Conti (1) Luisella Giani (1) Mara Carfagna (1) Marco Zampaerini (1) Mini (1) Movie (1) NRDC Action Fund (1) Pandemia (1) Pocahontas (1) Prime Minister Italy (1) RIP Jobs (1) Share (1) Silvio Berlusconi (1) Sony Picture (1) Tecnocrati (1) Toon Cooppens (1) Toon Coppens (1) Tv (1) United Nations (1) ad (1) affittopoli (1) aforismi (1) ambiente (1) appfusion (1) application (1) apps (1) apptosterone (1) attivissimo (1) billionaire (1) bing (1) blogo (1) brand awareness (1) brand tease (1) buck sucked (1) business models (1) case history (1) cellulari (1) clean energy (1) climate change (1) coca cola (1) conversational divide (1) corriere (1) court (1) curbcastin (1) digital brand experience (1) digital detox (1) digital divide (1) editoria (1) elezioni milano (1) eva perasso (1) events (1) facebook zero (1) flattr (1) global warming (1) glossary of social media (1) google tv (1) green (1) guerrilla (1) human intelligence (1) iPhone 4s (1) information (1) ing (1) intervista (1) ipad (1) ipad2 (1) iphone (1) italian court (1) job (1) lawsuit (1) lesson (1) life (1) live tracking (1) lost (1) love (1) lufthansa (1) magazine (1) mantellini (1) marco montemagno (1) matt ridley (1) microsoft (1) milano (1) minori (1) mobile page views (1) mobivity (1) montemagno (1) moratti (1) morgan stanley (1) n95 (1) n96 (1) nokia n96 (1) nokia navigation (1) online community (1) online sex (1) overlayer (1) party (1) pay per click (1) performance (1) perspectives (1) pew (1) pisapia (1) policlinico (1) ppc (1) presentation (1) privacy (1) publishers (1) quinonsitocca.it (1) quintarelli (1) raccolta pubblicitaria (1) raimondo vianello (1) re ronnie (1) revenue stream (1) runway rebel (1) safer internet day (1) search marketing (1) seminar (1) sentence (1) serch engine marketing (1) sex (1) shelf storm (1) sicurezza informatica (1) slideshare (1) smart phones. (1) snoop dog (1) social network (1) socialsearch (1) sole24ore (1) state of the internet (1) steve jobs (1) ted (1) teenagers (1) thoughts (1) tips (1) trailer (1) tweet-shifting (1) twitstop (1) utenti (1) vergogna (1) vianello (1) vividown (1) vodafone (1) voice chat (1)