Every Single One Of Us, which describes itself as a communications movement with a vision to enable and enhance interaction between people and commerce has announced the launch of the Mobile Advertising U.K. research project. Endorsed by the Interactive Advertising Bureau (IAB Europe), the Internet Advertising Bureau (IAB UK), and the Mobile Marketing Association (MMA), the research project aims to document the state of the mobile advertising industry in the UK, and identify growth opportunities in the emerging mobile advertising marketplace, for the benefit of stakeholders, shareholders and consumers worldwide.
The movement, founded by ex-Blyk Sales Director Jonathan MacDonald (now at Ogilvy Group), says that Mobile Advertising U.K. represents the first phase of a wider pan-European and later, global, research project. It says its report will help companies engage with potential consumers and ultimately drive mobile advertising revenues and positive results.
The MMA sees the education of the mobile advertising ecosystem as key to its success, particularly when it comes to the central issue of building consumer trust, says Paul Berney, Managing Director for Europe at the Mobile Marketing Association. We are therefore delighted to see new educational resources, such as this report, in the market place, that reaffirm the importance of consumer privacy, permission, and preference, and we welcome the industry collaboration it represents.
Mobile Advertising U.K. will draw upon primary research, including in-depth interviews with 25+ mobile executives, agencies and mobile networks, as well as online and mobile consumer surveys. Research will be coordinated by NEAS Strategy Consulting and Management, an international consultancy firm focused on strategy and business development for the telecommunications market and global mobile industry, and conducted by MSearchGroove, which provides analysis and commentary on mobile search, mobile advertising and social media.
The movement notes that the success of mobile advertising and subsidised models based on delivery of content, applications, and services, is dependent upon the willingness of participants to accept advertising on their mobile devices. Ultimately, it says, users demand advertising that relates to their interests and is tailored to their specific needs. Anything else will be perceived as spam, which degrades the experience, increases the likelihood of churn, and breeds a distinct lack of trust.
To build end-user trust, Every Single One Of Us is calling on companies involved in the mobile advertising ecosystem to ensure that content is delivered in accordance with the 3Ps: Permission (people will decide what brand messages they interact with); Privacy (people will decide where their data is collected and how it is used); and Preference (people will decide what content they find relevant).
We are extremely pleased to have the support of the Interactive Advertising Bureau, Internet Advertising Bureau, and Mobile Marketing Association for this report, as it demonstrates our combined commitment to ensuring the success of the mobile medium as an effective and useful tool to communicate with consumers, says MacDonald. By working together, we will be in a powerful position to effect real change in the industry and deliver positive opportunities and potential for growth in this exciting space.
The research project stage will conclude by the end of Q2 2009, and will be complemented by a range of conferences, seminars, and master-classes from thought-leaders and industry heads. Research findings will be presented in London on 25 June,  London, as part of a larger mobile advertising industry event.