IAB releases new mobile advertising guidelines
The IAB has released new mobile advertising guidelines for Australia.
The announcement:
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. Both the Guidelines and the Mobile Trends Report are available at http://iabaustralia.com.au/
MobileMAC2013. 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.
The Mobile Trends Report and the Mobile Advertising Guidelines can be found at: http://iabaustralia.com.au/
MobileMAC2013.
Source: IAB media release
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