IAB Australia establishes Mobile Advertising Council

17th October 2011 - IAB Australia today announced that it has established a Mobile Advertising Council (MAC).  The Council, which is the fourth working group to be established by IAB Australia, will include representatives from IAB members, as well as AIMIA and the MFA.

MAC will join IAB Australia’s Measurement Council; Standards and Guidelines Council; and Research Council, all of which were launched in early 2009.  Each of the IAB Councils shape the policy and initiatives of the IAB to achieve the core objectives and address key issues the interactive advertising industry is facing in Australia. They set annual programs of work, create and implement key projects, working with partners to deliver tangible growth outcomes to the industry.

MAC will hold its first meeting in October to consider its scope of work which will include mobile audience measurement, mobile advertising standards, guidelines and best practice and the inclusion of mobile advertising expenditure within the quarterly IAB Australia Online Advertising Expenditure Report which is conducted by PwC.

According to Paul Fisher, CEO of IAB Australia, the existing Councils have been very successful and productive since their launch more than two years ago.

“IAB members have considerable experience and expertise to share and as a result our Councils have successfully completed a number of significant projects. The time is right to build on these successes with the launch of the Mobile Advertising Council,” said Fisher.

The MAC will call upon the experience and resources of the IAB UK and European mobile advertising councils, as well as the IAB US Mobile Centre for Marketing Excellence. It will also collaborate locally with AIMIA’s Mobile Industry Group and other key mobile industry bodies.


About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia. As one of over 32 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to increase the share of advertising and marketing dollars that interactive media captures in the marketplace.

Incorporated in July 2010 by nine founding members  - Fairfax Digital, Fox Interactive Media, News Digital Media, ninemsn, REA Group, Ten, Yahoo!7, and Sensis Media Smart - together with the Australian Interactive Media Industry Association (AIMIA), the IAB has four objectives:

• To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
• To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers, and the press
• To be the primary advocate for the interactive marketing and advertising industry
• To expand the breadth and depth of IAB membership while increasing direct value to members

For further information about IAB Australia please visit: www.iabaustralia.com.au

For more information please contact:
Pru Quinlan or Corinne Cowlishaw
Einsteinz Communications
T: (02) 8905 0995
E: pru@einsteinz.com.au
E: corinne@einsteinz.com.au

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