IAB’s Make Mobile Work initiative was a great success for us and for our members last year. Launched at the 2014 IAB Annual Leadership Meeting, we started the Make Mobile Work program to foster adoption of HTML5 and cross-screen creative, but it quickly became the Mobile Center’s lynchpin for marketer outreach as interest in the program accelerated. We’ve had support from both the IAB and Mobile Center Boards, and member participation from Google, Millennial Media, Celtra, Tremor Video, Conversant, AOL, Time Inc., Foursquare and many others. Make Mobile Work brought hundreds of marketers to the IAB in 2014 as the definitive source for information on how to Make Mobile Work.
For 2015, we’re excited to bring back Make Mobile Work for another round of educational, insightful, and practical conversations for brand marketers, to help them succeed in our increasingly mobile-first world.
The importance of HTML5 for digital marketing continues to be a cornerstone of the Make Mobile Work message, and it’s great to see IAB members promote it as well. For example, Google declared last week “HTML5 Week,” with a series of events focused on tactics for using the standard.
For our part, IAB’s Tech Lab is updating our standard ad units to reflect the file size needs of HTML5-based ads. This is a timely effort as connectivity technologies have changed along with the rise of HTML5 and it’s vital that we realign buyer and seller expectations around ad file weights that will enable engaging ads, while not harming webpage or ad-load performance. Make Mobile Work will help to spread the word about this process and its outcomes and implications.
Make Mobile Work webinars will address three important topics over the remainder of 2015. These webinars are curated with marketer business decision-makers in mind—they will keep the jargon to a minimum and focus on sharing practical examples and learning.
Aug 26: How can you showcase your brand through mobile video?
Oct 14: Understanding cross-device measurement
Dec 9: Tactics for mobile app promotion campaigns
Along with the members of the Mobile Center, we’re looking forward to continuing to help brands large and small, novice and experienced, get the know-how they need to make mobile work for them.