IAB, mobile operators team up over ads

24th September 2008

The Internet Advertising Bureau (IAB) is to work with the UK's five biggest mobile operators to research and promote the mobile advertising industry.

As a result of the initiative, the IAB will become the trade body for the mobile advertising sector, although the operators in question - 3, O2, Orange, T-Mobile and Vodafone UK - will continue to conform to Mobile Marketing Association guidelines.

These operators and the IAB will work together to stage various events and presentations to raise awareness of the advantage of mobile advertising throughout the UK.

"Mobile has huge potential now that the networks have all fully embraced the media opportunity," said IAB chief executive Guy Phillipson.

"Demand for help and information about what mobile can do for brands has never been higher."

A recent comScore report indicated that there may be opportunities for those interested in mobile search advertising - according to the research company, nearly 4.5 million mobile owners in the UK used online search via their phones in the three months to June.