Carat Digital is the first media agency to join the Internet Advertising Bureau‘s mobile steering group. Last month the IAB called for mobile industry representatives to join, so that it could expand it’s activities into that space.
The mobile steering group currently has representation from all the major mobile operators, including Orange, O2, 3, Vodafone and T-Mobile. Carat Digital’s deputy managing director, Julie Jeancolaf, will be the first mobile agency member to join the group. It’s also reported that the IAB approached several media agencies for membership and investment, but that it’s looking unlikely that any investment will be made.
The group is initially looking to tackle problems arising from ad formats, mobile ad pricing, tracking and reporting and campaign effectiveness.
Source: http://www.brandrepublic.com/News/891099/Carat-joins-IAB-mobile-steering-group/
What we think:
The IAB has a pretty indisputable presence on-line – it’s current membership lays claim to 86% of all on-line ads sold in the US. This story represents something of a halting start to it’s mobile branch. I can imagine why. It’s not just that mobile advertising is complex enough as it is without yet another body getting involved. It’s also that the MMA is already in place. It’s hard to think of an agency that would voluntarily become answerable to another body if it’s already doing quite well. To only get one member from the mobile industry in one month of searching doesn’t sound too great. It doesn’t clarify whether that’s due to a lack of candidates or due to the IAB being extraordinarily picky.
This story is incorrect. Mediacom is the only agency appointed to the IAB Mobile Steering Group. This was originally mis-reported by Mediaweek