IAB partners UK mobile operators for advertising
Thursday, 25, Sep 2008 10:40
An agreement between the UK's five major mobile networks has allowed the Internet Advertising Bureau (IAB) to widen its remit to serve the mobile marketing industry.
The trade association, which was formed in 1997, explains Vodafone UK, 3, T-Mobile, O2 and Orange have formed a Mobile Steering Group to advise and oversee the organisation's strategy to educate agencies and advertisers on the benefits of mobile advertising.
Shan Henderson, head of mobile advertising and industry development at Vodafone UK, comments: "These are exciting times for the industry - consumers are becoming more acquainted with mobile as a marketing medium and increasingly accepting of relevant, targeted advertising on their handsets."
James Rowe, head of content at T-Mobile International, adds mobile advertising in the UK is in a "great place", explaining much of the groundwork has been done in terms of establishing standards for the responsible use of the medium.
Steve Ricketts, head of third party services and mobile advertising at Orange UK, states that working with the IAB will help drive success for advertisers, agencies and consumers.