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IAB urges agencies to dispel the ‘one size fits’ myth when planning future mobile campaigns

IAB urges agencies to dispel the ‘one size fits’ myth when planning future mobile campaigns

The Internet Advertising Bureau (IAB) and a selection of its mobile members, Velti, StrikeAd and Adtech have created a one stop shop paper to help agencies get under the skin of mobile display advertising.

With the mobile industry growing and evolving so quickly (it grew by 116% in 2010 to a total of £83 million*) advertisers need to recognise that a ‘one size fits all’ approach to a mobile campaign is no longer effective. At this year’s IAB’s mobile Engage conference, the IAB’s chairman, Richard Eyre urged agencies to adopt an integrated mobile strategy and stated not having one is ‘entirely unacceptable’.

The whitepaper provides a detailed checklist for agencies to consider when embarking on their next ad campaign. The document covers the following areas:

·         How the discipline is different to online,

·         Technology and handsets

·         Connectivity

·         User journey and creativity

·         Formats

·         Trafficking

·         Discrepancy (what is it, how its caused and what can be done to prevent it)

The paper aims to highlight the changes within the market, particularly the shift in advertiser budgets and the degree of maturity that the platform has gone through over the past 18 months, leading to advertisers investing larger proportions of their budgets towards mobile specific campaigns.

Amit Kotecha, IAB’s networks and mobile manager said: “One of the key objectives of the mobile department at the IAB is to work with our members to make mobile advertising easier to plan and buy. This white paper - created by ad servers but tailored for agencies - addresses some of the real issues that are faced in the industry at the moment. This is an invaluable resource for the IAB, which should be used when considering a mobile strategy”

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