The Internet Advertising Bureau (IAB) the trade body for digital marketing has launched a mobile site to provide a best practice template for brands looking to establish a mobile presence. www.m.iabuk.net, built and hosted by mobile agency Incentivated, has been designed to showcase the latest mobile functionality to ensure that UK marketers and businesses are aware of the capabilities of a mobile phone browsing the mobile Internet.
Designed for the medium and compatible with all handsets, the site was built using Incentivateds WAPsite publisher platform. The site act as a source for digital marketing expertise and educational materials, including a dedicated mobile area for advertisers and agencies looking for more information on the potential and efficacy of the medium.
Site functionality includes live news feeds updated via RSS, access via SMS, web, mobile browser and mobile barcodes, registration and events booking capabilities, as well as detailed reporting of visitors and their session information. The site also includes an automatic redirect service from www.iabuk.net to m.iabuk.net for those browsing the website on mobile devices.
The IAB and Incentivated have also produced a series of introductory guidelines for organisations developing their mobile site:
- Always use handset detection to optimise the correct version of the site and ensure the
- best mobile user experience
- As users dont have a full keyboard for navigation, always include Back and Home links on
- each page
- Ensure the web URL redirects mobile users to a mobile site, and provide a link to view the
- full site. Drive traffic to the site with SMS, URL and mobile barcode links
- Optimise your site for mobile search engines
Adoption of mobile media amongst marketers is steadily increasing, says Jon Mew, Head of Mobile at the IAB. However, its important for the IAB to keep teaching businesses the basics to ensure that theyre adhering to best practice from the outset. Weve launched this site to show brands how it should be done, whilst educating the market about the wealth of opportunity available within mobile media.
You can access the IAB mobile site at: www.m.iabuk.net, www.iabuk.net, by texting IAB to 62233, or by scanning the QR Code above. 
