Following the recent launch of its first set of mobile ad spend figures, the Internet Advertising Bureau (IAB) has released a documented entitled: 10 Things You Absolutely Have To Know About Mobile Advertising Right Now!!!
Its a slightly curious affair, a collection of quotes from people in the IAB elsewhere, each extolling a different virtue of mobile advertising. So for those of you not quite sure whether mobile advertising is, or is not, something you should be looking at, here they are:

1. Its an always on medium
Consumers love their mobile phones so much that researchers found when they took peoples phones away for a day they claimed to feel a phantom tingle in their pocket that normally proceeds the excitement of a text/call. Stephen Upstone, Managing Director of European Business Development, AdInfuse.

2. Social media is driving growth
IAB research in 2009 found that updating social network sites via mobile handsets is increasing with 25% of all social networkers logging on to check or update their pages. 16 to 24 year olds are the biggest mobile social network fans with 44% saying they have updated via mobile, compared to 17% of over 55s. Amy Kean, Senior PR and Marketing Manager, IAB.

3. It provides immediate interaction
Mobile phones allow the consumers to interact immediately with advertising. Upon seeing an advert the consumer can text, call or download content instantly. It can help maximise the effectiveness of other media, a short code is a great example of this. Rachel Wright Business Development Director, Phonevalley.

4. Its got a lot to offer
Mobile advertising is much more than banner adverts within internet content; a wide range of formats can be delivered as campaign components from text links in SMS messages through to full screen static or video display adverts within applications or mobile internet sites. Jeremy Copp, CEO, Rapid Mobile Media.

5. Application crazy
iPhone users have downloaded over 1 billion applications worldwide to their handset since launch. Applications are not restricted to iPhone however; advertisers can create useful applications for consumers for the majority of handsets. David Fieldhouse, Mobile Manager, MediaCom.

6. Its popular
The number of mobile media users in the UK has reached the tipping point with over 30% of all UK adults accessing mobile media every month and a large proportion of those going online everyday according to ComScore. Stephen Upstone, Managing Director of European Business Development, AdInfuse

7. Smartening up 
Over the last 18 months the number of UK Smartphone users (iPhone, Nokia N96, T-Mobile G1 etc) has grown from 3.6m subscribers to 6.3m, a 73% increase, and these users are over three times more likely to browse for News and Information on their phones than non Smartphone users (Comscore/MMetrics). Tim Hussain, Head of Mobile Advertising, Sky.

8. Its out of your hands
If youre not sure if your brand should be on mobile, consumers have already made the choice for you. 0ver 4 million consumers are already using their mobiles to search for information on products and services and search volumes are growing 4 times faster than online. Jon Mew, Head of Mobile, IAB.

9. It can reach you
Target through to point of purchase no other medium allows such precise targeting, from location based services like local search through to in-store Bluetooth marketing you can reach consumers wherever they are and provide relevant and engaging advertising. Paul Lyonette, Head of Mobile Advertising, Microsoft.

10. Consumers like (mobile) advertising
The Orange Exposure study shows, 70% of mobile media users find innovative ad formats appealing. In an ad funded games trial 89% said they liked or were neutral to advertisements appearing on the Orange World portal and 88% said they were happy to be exposed to advertising in exchange for free or discounted content. Alex Kozloff, Media Research Manager, Orange.