COI assigns mobile role in accessing the hard-to-reach

The COI is throwing its weight behind mobile as a “vital” channel for the Government’s marketing and communications strategy.

Michael Smith, deputy director of interactive services for COI Communications, told new media age mobile was becoming an increasingly important channel to communicate with hard-to-reach consumers.

Smith, who this week was appointed as a founder member of the IAB Mobile Steering Group, said, “We have a duty to look at cost-effective and efficient ways to engage citizens, and we think mobile has a big role to play.

“It’s an increasingly important channel, and we want to help shape the way the industry matures and be at the top table with the operators to help understand how government can best use the medium.”

Smith said he was keen to address fundamentals such as standards, as well as issues with consumers’ acceptance of mobile ads.

The move forms part of a wider push into mobile from the COI, which recently tasked Franco Beschizza, team head of digital marketing at the COI, with heading up mobile projects across the government agency to ensure the channel is closely integrated into relevant campaigns.

The COI and the Department for Children, Schools and Families recently launched the 22-part mobile drama series Thmbnls in a bid to tackle teenage pregnancies (nma 22 January).The £250,000 production drove over 200,000 visitors to the website.

The IAB Mobile Steering Group has also appointed David Fieldhouse, mobile manager at media agency MediaCom Interaction, to sit alongside representatives from the five UK operators and the IAB’s head of mobile, Jonathan Mew.

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