The New Unwired World: An IAB Status Report on Mobile Advertising

Joe Laszlo
Interactive Advertising Bureau

INTRODUCTION

Mobile advertising opportunities span a broad range from search to messaging to in-game placements. This first report will focus on mobile display advertising, examining this dynamic market as it stands during the summer of 2008. It illustrates mobile advertising considerations and outlines advertising opportunities on mobile devices, from the perspective of established interactive advertising on the web. And it seeks to answer the following questions:

  • What is mobile advertising? Understand the mobile landscape, who is using mobile applications, and the key mobile interactive advertising opportunities that exist today.

  • What does the ecosystem look like? Learn about the chain of intermediaries that connect advertisers with consumers, and how it is similar to, and different from, the PC-based web.