The Interactive Advertising Bureau (IAB) announced the creation of the IAB Mobile Committee at the IAB Leadership Forum: Agency Summit on Monday.
The IAB Mobile Committee will focus on developing mobile as a viable advertising platform for marketers and agencies, as part of IAB's mission to increase the share of advertising and marketing dollars that interactive media captures, IAB said in a statement. As with other emerging and new media, laying the foundation for sustainable growth is imperative, IAB said. There are an estimated 229 million mobile subscribers in the U.S. and 2.1 billion worldwide, according to eMarketer, 2006.
The IAB Mobile Committee will focus on (1) building a more effective and efficient advertising platform via the development and endorsement of measurement guidelines, creative guidelines and best practices; (2) proving and promoting the effectiveness of mobile advertising; (3) helping to increase revenues; and (4) being an advocate for the mobile advertising industry.
"We created the IAB Mobile Committee in response to the needs of IAB members," said Sheryl Draizen, IAB SVP and general manager. "Supporting the arsenal of interactive ad-supported platforms, including mobile, helps our members leverage their existing systems and infrastructure to expand their offerings for their clients."