The Internet Advertising Bureau IAB has announced that Orange are now being joined by O2, T-Mobile, Vodafone and 3 as members, as it becomes the trade body for mobile advertising. The mobile phone networks have formed the Mobile Steering Group to oversee and advise the IAB’s mobile advertising strategy.
The appointment of the IAB as the trade body for mobile advertising builds on the work of the IAB Mobile Council, launched in November last year, which will now seek to extend its membership to include representatives from publishers, agencies, advertisers and technology companies all active in the mobile market. Guy Phillipson, IAB chief executive, said: With the new resources we’re going to get from the mobile operators, we can really put a rocket under it [mobile advertising].
The IAB will concentrate on research and promotion for mobile advertising, while the mobile phone operators remain committed to the global Mobile Marketing Association, concentrating on best practices and the protection of consumer privacy. The IAB will also be liaising with the GSM Association on its mobile audience measurement project. As a mobile marketing innovator we are delighted at this cross network initiative and trust that the adoption of standards will only accelerate the continued growth of mobile in the wider advertising market Gary