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IAB Releases Guide for Mobile-Thirsty Advertisers

The Interactive Advertising Bureau (IAB) has released its first-ever Mobile Buyer's Guide, a primer for marketers and agencies seeking a starting point for buying mobile advertising.

The wide proliferation aof smartphones, coupled with users' growing appetite for mobile interactive experiences, has yielded unique marketing opps for advertisers in this realm, the IAB said.

"We designed this guide to provide everything an agency or marketer would need to create a mobile advertising campaign,” said VP-Industry Services Jeremy Fain of the IAB. "Marketers and agencies are now creating multi-screen campaigns and mobile is playing an increasingly significant role as more advertisers use it to reach their customers."

IAB's Mobile Buyer's Guide includes:

  • An analysis of the US mobile advertising market
  • An audience breakdown and ad options for reaching each separate segment
  • Definitions for mobile display and messaging campaign metrics
  • An explanation on how to buy mobile display and messaging campaigns
  • Common codes and methods for activating mobile campaigns from traditional media efforts
  • Examples of different ad executions

Ad revenue for mobile in the US and Canada is expected to hit $1.5 billion in 2013 from a projected $208 million in 2009, says Parks Associates. By 2013, global smartphone use is expected to rise to 23% of all mobile phone use, according to Juniper Research.

Among young women in particular, the mobile phone is poised to displace the PC in terms of use, states research from SRG.

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