Name: Rick Knott
IAB Council: Mobile Advertising Council
Involved in the IAB Council since: 2010
Day job + company: Regional Director, APAC at Celtra
I joined the Council because: At that time no one really had a clue how to deliver effective display campaigns on mobile nor monetise mobile inventory, so it was great to be a part of this steep learning curve!
Recent key projects the Council has accomplished: We recently released our mobile data location handbook, which we built from the ground up. We have reviewed all overseas IAB handbook releases of the past 2 years to see which can be localised, and we have restructured the council to more representative of the mobile advertising industry.
Upcoming projects the Council is currently working on: We’re going to bring out the 3rd edition of the Mobile Landscape Study. As we missed last year, we think this should deliver a better understanding of attitudes and bring up some real areas of value to focus our next projects on. On top of that we’ll be bringing out a mobile creative & ad product guide as we already know this is an area needing significant assistance and will tie in nicely to the new IAB Ad Portfolio proposal.
What excites me about digital: It’s an industry that, whilst already offering significant benefits to advertisers, it is far from perfected. It is an industry that is in constant change through innovation, development, trial, even cajoling, all to ultimately better itself.
If I wasn’t working in digital, I would be: More up to date with Netflix.
