The Internet Advertising Bureau (IAB) has launched a whitepaper aiming to help agencies understand mobile display advertising.
Produced in conjunction with IAB members Velti, StrikeAd, and Adtech, the How to Get Advertising Onto Mobile paper says that advertisers need to recognise that a 'one size fits all' approach to a mobile campaign is no longer effective.
The document covers the difference between mobile and conventional online; technology and handsets; user journey and creativity; ad formats; and trafficking. It also explains discrepancy and explores how to prevent it, says the IAB.
Amit Kotecha, IAB's networks and mobile manager says: "One of the key objectives of the mobile department at the IAB is to work with our members to make mobile advertising easier to plan and buy. This white paper - created by ad servers but tailored for agencies - addresses some of the real issues that are faced in the industry at the moment. This is an invaluable resource for the IAB, which should be used when considering a mobile strategy."
The whitepaper can be downloaded now from the IAB website.