THE FIVE BIGGEST mobile operators in the UK have struck a deal with the Internet Advertising Bureau.

This deal has been devised in a bid to develop the promising mobile advertising sector into a serious medium using mobile giants O2, T-mobile, Orange, 3 and Vodafone.

The IAB will launch a mobile advertising version of the Price Waterhouse Coopers report and will include the formation of a mobile steering group.

In past missions the IAB’s efforts to raise the profile of internet advertising has been largely regarded as successful.

The concept of mobile advertising has been hyped as the next big thing for years now, estimating global revenue in the figures of around £560m as a starting point.

Neil Andrews, the head of portal advertising at 3 says,"This partnership with the IAB has come at a perfect time. A time when the mobile advertising industry needs support and guidance in order for it to grow.”

Andrews continued saying that "the next few years are crucial to the development of this advertising medium, 3 however, is confident in the future success of mobile advertising."

The five mobile companies will be providing significant funding for the project –such overt backing from these names should ensure a sound investment.

Steve Ricketts at Orange UK said, "Working together with the IAB, we can bring down the barriers and drive success for advertisers, agencies and consumers,"

The Mobile Marketing Association will concentrate on creating certain industry standards while the IAB makes sure that the promotion and marketing is under control. µ

L'Inq
The Guardian