±±¾©Èü³µpk10

The five mobile phone networks have formed the Mobile Steering Group to oversee and advise the IAB’s mobile advertising strategy.

A series of initiatives taking place over the next 12 months will aim to build on IAB work already conducted in the mobile advertising market, including events and research. A senior IAB mobile manager will also be appointed in October.

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.

An IAB survey of 40 senior-level marketers in late 2007 found that mobile advertising lacked standards and measurement systems, something the new agreement will look to rectify.

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.