Olympic Games Go Mobile: United Kingdom vs. United States

With the Olympic Games underway in London, consumers around the world are avidly following this major event though a variety of media and devices. The U.S. IAB’s Mobile Marketing Center of Excellence, IAB UK, and Mojiva partnered to shed some light on how mobile fits into this picture. A brief survey of American and British mobile consumers reached by Mojiva’s ad network regarding their plans for the mobile summer Olympics. The results paint a picture of two countries that are similar in terms of mobile adoption and usage, but different in terms of Olympic interests and priorities.  Read more.

Key Takeaways

  • Roughly three out of every four of both the U.S. and U.K. respondents said they would follow their  country’s team on their mobile device in some way.
  • 20% of U.S. respondents will look-up products that team/athlete endorses … Only 12% of UK respondents will do so.
  • Approximately 50% of both U.S. and U.K. respondents will use their mobile device for Olympic-related activities while watching live events on TV.
  • More

Advancing Mobile Marketing

On July 16, in the heart of New York City, mobile marketing thought leaders, industry participants, and enthusiasts, gathered for the 4th annual IAB Mobile Marketplace themed “Making Sense of the New First Screen—Reach, Engage, Measure, Monetize.” Presenters and attendees delved in to a wide spectrum of mobile topics, including mobile’s critical need to be “a part of” rather than “apart from” the larger digital advertising ecosystem, innovative advertising opportunities at live events and in games, a call for evolution in the planning and buying process to support mobile’s distinct capabilities, and supply and demand issues facing the wireless spectrum. The education attendees gained is surely coming to life as competitive advantages in offices around the country. For a full recap and videos, click here.


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IAB Mobile News


IAB Reveals Tablets & Smartphones Generate Strong Ad Engagement

Illuminating the different ways that smartphones and tablets are changing consumer behavior, IAB and its Mobile Marketing Center of Excellence released “Mobile’s Role in the Consumer’s Media Day,” an in-depth report that reveals how consumers’ receptiveness to advertising varies by device, time of day, and location. One key discovery: There is a strong degree of ad interaction among tablet users, with nearly half (47%) saying that they engage with ads on that device more than once a week.


Business Insider Names IAB’s Anna Bager one of the 20 Most Important Women in Mobile Advertising

Business Insider honored Anna Bager, VP and General Manager, IAB Mobile Marketing Center of Excellence, citing her influential position at IAB, her relationships with other leaders in mobile advertising, and for hiring the industry’s “first-ever lobbyist in Washington devoted solely to mobile advertising.” See the full list of honorees.


Making Measurement Make Sense—Time to Get Up to Speed

On July 25, Sherrill Mane of IAB, Duke Fanelli of ANA, and Mike Donahue of 4A’s, with guests David Gunzerath of the Media Rating Council and John Frelinghuysen of Bain & Company, hosted a webinar to update the community on this major, cross-industry initiative that will change the way digital media is bought and sold. The webinar—relevant to marketers, agencies, and publishers—is available on the new digital home of the Making Measurement Make Sense initiative, here.

  • Timeline for viewable audience-based measurement to replace server measurement
  • Benefits for cross-platform media planning
  • What needs to change to make viewable impressions a reality
  • Overview of digital GRPs
  • MRC expansion  to lead standard setting on behalf of the entire ecosystem
  • Benefits of a digital ad taxonomy
  • Preview of future 3MS deliverables: brand performance metrics, social media measurement, mobile


IAB Digital Advertising Wiki: Check It Out

Because our industry’s jargon and processes are unique, the IAB has created a centralized spot where marketers, agencies, and interactive publishers can collaboratively populate a database of information on interactive advertising. Ultimately, this space serves as a reference to both industry veterans and newcomers alike. Please feel free to submit new entries as well as update existing ones at www.iab.net/wiki.
 


IAB Agency Advisory Board Got Immersed in Silicon Valley

On July 9-11, the IAB facilitated a historic, in-person sharing of ideas between senior executives from Madison Avenue and Silicon Valley. Michael Lebowitz, Founder and CEO of Big Spaceship and Chair of the IAB Agency Advisory Board led the select group with Randall Rothenberg, IAB President and CEO, and David Doty, Executive Vice President and CMO, to intimate, informative, and inspirational interactions with thought leaders at Twitter, Facebook, Kleiner Perkins Caufield Byers, and Stanford University.

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I Heard It Through the Grapevine
More and more people are talking about Making Measurement Make Sense. Mike Donahue of the 4A’s, Duke Fanelli of the ANA, and Sherrill Mane of IAB address inaccuracies they’ve heard in the conversations.


 

IABlog
Watch and Learn: Gaining Mobile Marketing Inspiration and Instruction at Cannes Lions
by Anna Bager, IAB Mobile Marketing Center of Excellence

Growing the Future: MIXX Awards Judges on Mobile Marketing
by Tracy Keller, IAB


 

Professional Development Classes
in the IAB Ad Lab
How to be a Digital Media Trader, Produced by Prohaska Consulting, Led by Matt Prohaska
Monday, July 30 - Wednesday, August 29

Understanding Search Marketing and PPC for Display and Ad Sellers, In Partnership with The Center for Sales Strategy
Tuesday, July 31

Exploring Mobile Markets, Taught by 212 Professional Development
Tuesday, July 31

Intelligent Selling of Interactive Advertising – Level I, Taught by The Laredo Group
Tuesday, September 11 or Tuesday, November 13

Intelligent Selling of Interactive Advertising – Level II, Taught by The Laredo Group
Wednesday, September 12 or Wednesday, November 14

Intelligent Selling of Interactive Advertising – Level III, Taught by The Laredo Group
Thursday, September 13 or Thursday, November 15


 

General Members
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BBN Networks
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VISIT FLORIDA
YP
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Associate Members
Bluefin Labs
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Shareaholic
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ZEDO

Long Tail Alliance Members
Generation Next Ad Network
MMAadnet
Rio Star Publishing
VJIX Creative

IAB MIXX Conference & Expo Marketplace
October 1 - 2, 2012
New York

IAB MIXX Awards
October 2, 2011
New York
Request more information

IAB Ad Operations Summit
November 5, 2012
New York
Request more information