The Association of Online Publishers (AOP) has launched a mobile advertising initiative, designed to increase mobile advertising spend. 

AOP is working with Mindshare and Celtra to conduct the research stage of the initiative, on live brand advertising campaigns. The research is intended to prove the value of premium mobile advertising, specfically the 320×50 expandable rich media ad format.

The iniative is also hoping to improve format standardisation, simplified uniform reporting and publisher compliance around delivery.

The 16 AOP members – including CBS, Future Publishing, Guardian, The Sun, and Hearst – signed up to the scheme account for approximately 24 per cent of the UKs total mobile internet audience, a total of around 6.7m monthly users.

“Cooperation between premium publishers can help address more issues in mobile more quickly and importantly ensure the voice of premium publishers is heard and helps demonstrate the benefits of advertising around original, branded, quality content,” said Tim Cain, AOP head of research & insight. “By addressing selected barriers together focusing on premium mobile display with agency and client buy-in, we can create more wide-reaching, consistent, effective ads for the entire mobile industry, helping buy side and sell side alike.”