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IAB Mobile Buyers Guide 2009 (updated 2010)

IAB Mobile Buyers Guide 2009 (updated 2010)

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Published by: Tony Zeoli on Jul 19, 2011
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Mobile Buyer’s Guide
 July 2009—Portions Updated September 2010
 
This Mobile Buyer’s Guide has been developed by the IAB Mobile Advertising Committee withsignifcant contributions rom the ollowing member companies: About the IAB’s Mobile Advertising Committee:
The Mobile Advertising Committee of the IAB is comprised of over 150 member companies dedicated to helpingdevelop and expand the mobile space as a viable advertising platform. The committee works to educate marketers andagencies on the strength of mobile advertising as a marketing vehicle. A full list of Committee member companies canbe found as an appendix to this book, and at:http://www.iab.net/member_center/councils_committees_working_groups/committees/mobile_advertising_committee
This document can be ound on the IAB website at:
http://www.iab.net/mobile_buyers_guide
IAB Contact Inormation:
 Joe Laszlo
Director of Research, IAB212-609-3722joe@iab.net
AssociatedPresscomScoreCPXInteractiveImpactMobileInsightExpressJumptapPolarMobileQuattroWirelessScanbuyThirdScreenMediaVerveWirelessWeatherChannelInteractiveWhitepages.com
 
IAB Mobile Buyer's Guide
© 2009 Interactive Advertising Bureau
1
Table o Contents
Introduction: Advertising on Mobile Devices 2
RecommendedPlanningProcessandkeyquestions2
Overview o US Market 3
MobileAudienceandSpending4MobileAdvertisingOptions4InventoryTypes4CrossPlatformDigitalBuysIncludingMobile6
 Advertising on the Mobile Web 7
GettingStarted7
 
LandingPages7
Mobile Display Campaign Metrics 8
 Advertising via Mobile Messaging 9
How to Buy Mobile Messaging Campaigns 9Mobile Messaging Metrics 10
 Activating Mobile rom Traditional Media 10 
CommonShortCodes11
2D Bar Codes 11
Choosing the End Mobile Experience 12 Appendix A: Directory o IAB Mobile Committee Members 13

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