Mobile advertising to hit the mainstream by 2010

Mobile advertising is set to become a mainstay of UK marketing plans over the next two years despite a current disconnect between usage and understanding of the medium, according to the latest research from the IAB.

Despite the positive findings, the study also indicated that there is still a strong need for industry-wide education, with 76 per cent of respondents requiring further information on the efficacy of the medium.

Jim Cook, editor of MobiAdNews and chair of the IAB Mobile Council, comments: “Expectations for mobile advertising are high but actual understanding is low. The industry needs to address measurement, effectiveness and benchmarks if mobile advertising is going to reach a tipping point by 2010. The IAB intends to tackle each of these areas through quality research, events and collaboration with other mobile trade bodies like the GSMA and the MMA.”