Interactive Advertising Bureau Publishes First Report on Mobile Advertising
The Interactive Advertising Bureau (IAB) has published a new white paper on mobile advertising. It is the first report issued by the IAB on the mobile advertising platform and outlines a broad spectrum of opportunities for marketers and agencies as more and more of them utilize this emerging platform.
“The recent growth of mobile advertising clearly illustrates how quickly we are moving to a three-screen universe,” said Randall Rothenberg, President and CEO of the Interactive Advertising Bureau. “This report outlines the opportunity for marketers and agencies to reach increasingly mobile consumers giving them information when they want and where they want - this is no longer the future but the here and now.”
“This was the IAB Mobile Committee’s first major initiative and we are proud to have created a comprehensive guide for marketers, agencies and publishers on the mobile platform,” said Gary Schwartz, CEO, Impact Mobile and Co-Chair of the IAB Mobile Committee. “Mobile is changing the way consumers interact with advertising and once they get accustomed to it there is no going back.”
By virtue of their ubiquity, utility, and portability, these mobile communication devices have achieved what Jupiter Research refers to as “invisible” status for many consumers - they are carried continuously and unconsciously. Conversely, devices like Motorola’s RAZR and Apple’s iPhone demonstrate how these gadgets have also come to take on a role as fashion accessories, meant to convey the user’s hipness or status. The ability of a mobile device to provide instant gratification - whether communication, information, or entertainment - whenever and (more importantly) wherever a consumer happens to be empowers both advertisers and consumers, and creates a strong likelihood that mobile communication devices will become the next great advertising medium.
The full report (pdf file, 23 pages) can be downloaded from the IAB website.
Posted to the site on 21st July 2008
