IAB digital quiz highlights industry’s knowledge gap in mobile advertising

Mobile technology is one of the least understood areas by marketers despite brands widely adopting mobile-first strategies, the Interactive Advertising Bureau has found.

An online quiz which accompanied four IAB glossaries designed to improve understanding of industry jargon, highlighted a particular lack of knowledge of mobile terminology.

Embarrassingly, only seven of 350 entries got all 10 multiple choice questions right, with the quiz testing the knowledge of audio, mobile and digital advertising. The average score was only five correct answers.

While hardly scientific, it demonstrates the scale of the IAB’s task in improving the sector’s digital literacy.

IAB chief executive Vijay Solanki admitted the industry needs to improve its knowledge but stopped short of describing it as concerning

“I would argue we are still learning, but we have to do more,” he said, suggesting the mobile arena is still relatively new and requiring different approaches to areas such as location and measurement.

Vijay Solanki

“There are things we can do on mobile that we can’t do on other platforms, there are different processes so there is an opportunity, and a need, to step up our mobile knowledge.”

“There is more to mobile than meets the eye.”

The lack of knowledge applied to marketers, agencies and publishers alike, the IAB said.

The knowledge gap is particularly alarming given mobile is one of the fastest growing sectors of the digital ad industry.

Figures from the IAB/PwC 2017 data revealed, for the first time, mobile advertising now accounts for more than 50% of total display market and worth $2.6 billion, up 33% on 2016.

Of the total spend 46% was attributed to mobile search and 54% to mobile display.

Solanki also reiterated the long-held view that mobile ad creativity needs improving. While there are examples of quality work, “there is still not enough”, he said.

The IAB chief flagged a mobile creativity seminar the body is holding on October 3, with a panel featuring M&C Saatchi ECD Michael Canning, Facebook creative strategist Claus Stangl, GroupM head of digital investment Venessa Hunt and Ansible CEO Ross Raeburn.


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