IAB Demystifies Mobile Advertising, Launches First-Ever Mobile Buyer’s Guide


New York, NY (July 13, 2009) – The proliferation of smartphones and consumers’ ever-increasing appetite for mobile interactive experiences have created unique marketing opportunities for advertisers looking to reach people on the move. Today, the Interactive Advertising Bureau (IAB) announced the release of its first Mobile Buyer’s Guide, a how-to primer for marketers and agencies who want a simple source that explains how to buy mobile advertising. The announcement was made at IAB Marketplace Mobile in New York, where marketers, agencies and media companies converged to learn about the latest mobile tools that are transforming the way consumers experience media on the go.

The Mobile Buyer’s Guide includes:

An overview of the U.S. mobile advertising market including its audience breakdown and specific advertising options for reaching those segments
Key definitions in mobile display and messaging campaign metrics
An overview of how to buy mobile display and messaging campaigns
An explanation of common short codes and methods for activating mobile campaigns from traditional media campaigns
A series of examples across different types of mobile advertising executions
“We designed this guide to provide everything an agency or marketer would need to create a mobile advertising campaign,” said Jeremy Fain, Vice President of Industry Services at IAB. “Marketers and agencies are now creating multi-screen campaigns and mobile is playing an increasingly significant role as more advertisers use it to reach their customers.”

“The sheer size of the population using mobile data services today across a diverse array of devices is compelling savvy marketers to use mobile advertising to reach their customers,” said Gary Schwartz President and CEO, Impact Mobile, and Co-Chair of the IAB’s Mobile Committee. “We developed the Mobile Buyer’s Guide to give marketers and agencies the toolkit they need to create successful mobile campaigns.”

About the IAB’s Mobile Advertising Committee:
The Mobile Advertising Committee of the IAB is comprised of over 120 member companies dedicated to helping develop and expand the mobile space as a viable advertising platform. The committee works to educate marketers and agencies on the strength of mobile advertising as a marketing vehicle.

About the IAB:
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C.  For more information, please visit

IAB Media Contact:
Marla Aaron
Director, Marketing Communications