In addition, the COI has joined the group as its first client representative.
The IAB is looking to expand its mobile remit in response to an expected growth in mobile advertising. The steering group includes members from all the major mobile operators including, Orange, 3, O2, Vodafone and T-Mobile.
The group, led by IAB's head of mobile Jon Mew, aims to broaden the group's representation across operators, media agencies and advertisers.
The IAB approached several media agencies to sit on MSG and invest in promoting mobile advertising, although it is unlikely at this time that any investment will be made to the group.
Initially the mobile steering group will aim to clarify issues surrounding ad formats, mobile pricing ads, tracking and reporting and effectiveness of campaigns to get continuity across the industry.
The IAB launched the mobile steering group in October last year to widen its remit to serve the mobile advertising industry. A month later the association hired former orange head of marketing Mew as its first head of mobile.
Separately, a new report by the IAB has found that new forms of online advertising, such as social networking widgets and branded applications, are gaining ground against traditional ads. An IAB report conducted by Lightspeed Research found that 17% of the 5022 respondents have clicked on in-game ads, while 14% have used free gifts on Facebook.
Branded applications or widgets on social networking pages online are especially effective with a younger demographic, with 29% of 18 to 34 year-olds interacting with this form of advertising, compared 21% of 35 to 44 year-olds and 17% of 45 to 54 year-olds.
The use of new forms of online advertising is expected to rise further, according to David Day, Lightspeed Research chief executive, Europe.
He said: "There's an interesting parallel with email advertising as in its infancy it was only used by a younger demographic, but now it has become something that you can't live without. However, what we will see with social networking is that they will specialise more. Groups will be targeted for specific demographics as relevancy is key."
**Media Week would like to clarify that Carat has not joined the IAB's mobile steering group, as initially stated by Carat in this week's edition of Media Week. Carat said that it is a member of the IPA mobile working party, which is dormant at the moment and will re-form as and when media agencies feel there is an issue around mobile advertising that needs addressing.
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