Thursday, June 7, 2012
IAB Unveils ‘Tap into Mobile’ to Help Business Maximize Digital Impact in the Mobile Age

Related IAB Research Finds That 45% of Fortune 500 Lack Fully Mobile-Optimized Corporate Sites

NEW YORK, NY (June 7, 2012) — With consumers increasingly turning to mobile devices to access the web, the Interactive Advertising Bureau (IAB) and the IAB Mobile Marketing Center of Excellence today announced the launch of “Tap into Mobile,” an online hub featuring an array of resources for optimizing sites for the mobile web, located at www.iab.net/tapintomobile.

Designed to be a one-stop-shop for companies and organizations—big or small—seeking to establish or elevate their digital presence for mobile users, “Tap into Mobile” will feature a digital dashboard that allows visitors to:

  • Analyze their website’s mobile user experience to determine how mobile-friendly it is and what can be done to optimize it
  • Gain a better understanding of the expanding role mobile plays in the digital marketplace through best practices, mobile guidelines, case studies, and data points

As part of the site’s offerings, IAB is also introducing the “IAB Mobile Developer & Agency Directory,” a database for finding vendors that can help develop a mobile strategy and more fully leverage mobile for marketing and advertising efforts. Applicable developers and agencies simply need to enroll at www.iab.net/mobilevendors and agree to an administrative fee to be included.

In conjunction with the launch of “Tap into Mobile,” the IAB Mobile Marketing Center wanted to develop a snapshot of the mobile web, reviewing the 2012 Fortune 500 list of the U.S.’s largest companies and their mobile presences. Using a standard smartphone to visit all Fortune 500 corporate mobile websites, the IAB uncovered that almost half (45%) do not have mobile-optimized sites.

“The fact that almost half of the Fortune 500 don’t have mobile-focused sites, points to a critical disconnect—and considering these are major corporations, we can only imagine how many smaller businesses are in dire need of a mobile upgrade,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB. “‘Tap into Mobile’ is a timely initiative aimed at helping companies achieve the level of sophistication necessary for improving their online brand reputation and customer loyalty in the age of mobile.”

“Tap into Mobile” has been created in cooperation with Google’s “GoMo” program, which is working to help businesses and organizations across all industries to better understand the mobile opportunity and develop mobile-friendly websites. With nearly half (46%) of U.S. consumers currently owning smartphones, IAB built the initiative to further this mission by providing additional information and resources that would be valuable to businesses that want to develop a mobile web presence. Both sites will feature links to each other and more, in an effort to widen the reach of both programs.

About the IAB
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies that are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

IAB Media Contact
Laura Goldberg
347.683.1859
[email protected]