IAB Widens Remit To Serve Mobile Ad Industry

The Internet Advertising Bureau (IAB) has officially widened its remit to serve the mobile advertising industry, with the five UK networks – 3, O2, Orange, T-Mobile and Vodafone UK – forming a Mobile Steering Group (MSG) to oversee and advise on the trade body’s mobile strategy.

With funding from all five operators, the IAB will attempt to build upon the work it has already done in the mobile arena to formally extend its 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 first event the IAB will be hosting in its new role as a mobile advertising trade body will be a Mobile Forum on October 7.

While 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.

Guy Phillipson, chief executive of the Internet Advertising Bureau said: “Mobile has huge potential now that the networks have all fully embraced the media opportunity.

Demand for help and information about what mobile can do for brands has never been higher and the IAB is proud to have landed the brief.”

IAB: 020 8683 955 www.iabuk.net