IAB issues guide to mobile marketing

Date: 15/07/2009

The US Interactive Advertising Bureau (IAB) has released its first-ever Mobile Buyer's Guide, a primer for marketers and agencies seeking a starting point for buying mobile advertising.

Ad revenue for mobile in the US and Canada is expected to hit $1.5 billion in 2013 from a projected $208 million in 2009, says Parks Associates. By 2013, global smartphone use is expected to rise to 23% of all mobile phone use, according to Juniper Research. The wide proliferation of smartphones, coupled with users' growing appetite for mobile interactive experiences, has yielded unique marketing opportunities for advertisers in this realm, the IAB said.

The guide gives background information on the mobile marketplace, as well as providing an overview of definitions and practical examples to gain a greater understanding of mobile as an advertising platform. It includes common codes and methods for activating mobile campaigns from traditional media efforts, an audience breakdown and ad options for reaching each separate consumer segment.

IAB has stressed upfront that the best campaigns keep the user experience in mind. For consumers, mobile offers convenient information, entertainment, and exclusivity. Tailoring campaigns that deliver marketing messages that are also convenient, entertaining and offer exclusive content or discounts is the key to success.

Source: MarketingVox.com, IAB

WFA Members can login to download the full guide below.

WFA's Digital Network brings together global interactive marketers from within WFA's membership and regularly discusses issues such as mobile advertising in its meetings. For more information on this please contact Robert Dreblow: [email protected]


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Documents:
mobile-buyers-guide-web.pdf