IAB and ISBA have joined forces to help UK brands and agencies understand mobile

IAB ISBA collaboration

The Internet Advertising Bureau (IAB) UK and ISBA have joined forces to launch a mobile handbook outlining the key trends of mobile advertising as mobile ad spend has seen growth of 56% in the first half of 2016 and yet is a topic widely misunderstood by advertisers, according to the IAB.

The Big Mobile Handbook for buyers will give guidance on such topics as planning and buying mobile campaigns, execution, navigating mobile data and implementing a mobile strategy fit for future growth.

The collaborative research is a result of many advertisers still struggling to ‘crack’ mobile and make it an effective part of their campaigns, believes Raluca Efford, head of digital and social engagement at Direct Line Groups, backed up by research from the IAB which cites programmatic, creativity, ad blocking and attribution as key challenges in mobile for many brands and their agencies.

The handbook will look to tackle such issues as viewability, ad fraud and brand safety on mobile to ensure that consumers are served with ‘acceptable ads’ in order to counter the rise in mobile ad blocking.

It was curated and written by a number of IAB and ISBA members including, UKOM, Publicis Media, MediaCom, Somo, Celtra, Yume, Yahoo, Weve, Google, Widespace, Sizmek, Blis, VoluumDSP, Waze, InSkin Media, Numbate, and Mindshare.

ISBA’s marketing services manager, David Ellison said: “This Handbook provides advertisers and their agencies with the opportunity to ensure that they obtain buy-in, choose the right suppliers and establish a joined up strategy with other media to optimise their mobile ad campaigns.”

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