The US Interactive Advertising Bureau’s Mobile Marketing Center of Excellence was established in December 2010 to unify, lead, educate, and evangelize mobile interactive services. With the agreement of the Mobile Center’s Board of Directors, we have concentrated our projects around key industry priorities in 2011, including:
- Encouraging better ad formats and creative;
- Improving operations and the supply chain;
- Harmonizing measurement;
- Avoiding adverse regulation; and
- Educating marketers and agencies.
Importantly, the Center has also worked to build and maintain relationships with other Interactive Advertising Bureaus around the world, helping to coordinate our efforts around mobile.1 An important accomplishment on this front is the establishment of the Mobile Committee-Global, a forum for mobile staffers at the international network of IABs to come together on a monthly basis to keep one another informed of projects and market developments. This new inter-IAB committee will help ensure that while the worldwide IABs retain the independence to respond flexibly to local market conditions, we will also closely coordinate where needed to avoid duplication of efforts and ensure consistency in our approaches to major issues.
This document, comprised of submissions from a dozen IABs around the world, represents a first ever IAB global mobile perspective. Mobile interactivity is developing differently in different countries. It also drew on findings included in IAB Europe’s Mobile Media White Paper, Issue 1, published in March 2011. For some IAB’s mobile is not yet a priority; however, for many it is a topic of increasing focus, attention, and excitement.
We have organized this document into regional sections. Representation in each is as follows: