IAB joins forces with mobile operators to promote mobile marketing

The “big five” mobile phone operators have joined forces with the Internet Advertising Bureau (IAB) to sell the benefits of mobile advertising to marketers. The move aims to promote mobile advertising as a rival to traditional media.

Vodafone, T-Mobile, Orange, O2 and 3 will support an IAB programme including events, publications and research to promote mobile advertising. The industry body will also appoint a senior mobile manager to oversee the initiative.

The IAB will also launch a mobile advertising version of the PricewaterhouseCooper report on the UK internet advertising industry and will form a mobile steering group.

In February, the mobile operators signed a deal to work with the GSM Association, a mobile industry body, to develop a measurement system.

The IAB will also work on mobile advertising standards and measurement systems with the Mobile Marketing Association, but it will mainly concentrate on the promotion and marketing of mobile advertising, while the Mobile Marketing Association will develop industry standards for the medium.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here