IAB Leadership Forum: Mobile

21 07 2008

AUGUST 21 UPDATE: Dynamic Logic study finds that on average a mobile ad campaign boosted awareness by 23.9%. Full story here.

JULY 22 UPDATE: Download the IAB Mobile Platform Status Report (PDF).

Just spent a long but interesting day at the IAB Leadership Forum on Mobile marketing. A lot to digest, but here are the highlights:

  • Mobile really is a mass medium
  • The usual early testers (Unilever and P&G) are testing
  • Every company references these same few tests as proof that “big advertisers are moving their budgets to mobile”
  • On the plus side, dramatically less breathless hype than you’d expect. The mobile companies are sober, smart and working on the issues. This is a very positive sign.
  • Technology is all over the place. Significant creative challenge.
  • Inventory is going begging — deals can be made very easily.
  • Mobile search will be important. Lots of companies vying for success in this space. I wouldn’t declare Google the winner here quite yet.
  • Many big company execs are European. Makes sense when you think about it.
  • Company to watch: Millennial Media. Started by ex-Verizon and Advertising.com execs. Their 5 minute pitch was pretty compelling. Very nuts-and-bolts, but in all the right ways.



One response

23 08 2008
Bookmarks about Forum

[…] – bookmarked by 3 members originally found by maridany98 on 2008-08-03 IAB Leadership Forum: Mobile https://tjcnyc.wordpress.com/2008/07/21/iab-leadership-forum-mobile/ – bookmarked by 4 members […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: