LONDON: The Internet Advertising Bureau has signed agreements with UK mobile networks Vodafone, O2, 3 and T-Mobile, making it the trade body for mobile advertising with duties that include research and promoting the medium as a communications tool.

The four networks join Orange – already a member of the IAB – to form a Mobile Steering Group, which will provide the new trade organisation with guidance on strategy.

Working alongside the GSM Association (to which the five 3G operators also belong) on audience measurement, the IAB will run events and produce original research into mobile advertising.

A senior IAB mobile manager is due to be appointed next month, and will help define the standards and measurement procedures applicable to the medium.

Guy Phillipson, the IAB's chief executive, stated: “With the new resources we're going to get from the mobile operators, we can really put a rocket under it [mobile advertising].”

The IAB launched a Mobile Council in November last year in an effort to raise the profile of mobile ads, and will now seek to attract new members including advertisers, agencies and publishers with an interest in the market.

Data sourced from Brand Republic; additional content by WARC staff