IAB Australia releases Mobile Trends Report and new Mobile Advertising Guidelines

Sydney – 11 September 2013: IAB Australia has today announced has endorsed two US Mobile Advertising Guidelines which outline best practice around mobile rich media ads and creative unit specifications for agencies, publishers and advertisers alike. IAB Australia today also released its Mobile Trends Report, a collection of papers authored by members of its Mobile Advertising Council.  
The endorsed Guidelines follow an exhaustive cross-industry mobile ad operations working group effort and will bring Australian in line with the global mobile market. The Mobile Phone Creative Guidelines, which were developed by the IAB US and the Mobile Marketing Association, seek to create commonality for the development of ad units across the mobile phone ecosystem. They also provide support for the updated mobile rich media ad guidelines (MRAID 2.0) which articulate a standard interface specification and definition to address known interoperability issues between publisher mobile applications, different ad servers and different rich media platforms. 
The Mobile Trends Report sets out insights into the Australian mobile digital advertising industry from a range of authors including Dr John Hawkins from Big Mobile Group, David Thanisch from Ikon; and Suzie O’Carroll of Google. Topics covered include the big data future of mobile digital; location based targeting; thinking moments not mobiles; privacy and mobile advertising; and mobile measurement.
According to Gai Le Roy, Director of Research at IAB Australia, the Guidelines are designed to provide clarification in the fragmenting mobile ecosystem.
“The mobile ecosystem is constantly evolving with new devices, changes to carrier plans, upgrades to operating systems and other innovations. Our goal with these Guidelines is to enable marketers, publishers and creative agencies to develop and run mobile phone advertising that results in a positive consumer experience through this evolution. 


About the Interactive Advertising Bureau

The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 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.

IAB Australia’s board includes representatives of AIMIA, Carsales.com, Fairfax Media, Google, Network Ten, News Australia, Mi9, REA Group, SBS, Telstra Advertising Network, TressCox Lawyers and Yahoo!7.  It 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 editorial information please contact:
Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995
E: pru@einsteinz.com.au



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