Mobile Advertising U.K., which enjoys the growing support of a cross-section of mobile operators, mobile companies, and big-name brands, represents the first phase of a wider pan-European and later global research project. Specifically tailored to the national needs of individual countries and their goal to educate the market and encourage discussions about emerging business models, industry issues, and areas of growth, this report will help companies engage with potential consumers and ultimately drive mobile advertising revenues and positive results.
“The goals of Every Single One Of Us and NEAS Strategy are perfectly aligned with those of the IAB Europe Mobile Marketing Working Group,” said Alain Heureux, President & CEO of the Interactive Advertising Bureau, Europe. “By providing a comprehensive and expert resource, advertisers and media agencies will be able to discover and deploy new methods of engaging with their customers through increasingly cost-effective and efficient means.”
“Mobile media usage is now mainstream, and the more we can do to further educate advertisers and agencies on its potential the better,” observed Jon Mew, Head of Mobile for the Internet Advertising Bureau, the trade body for digital marketing in the UK representing over 465 leading media owners and agencies. “We are pleased to be a part of this research project that will provide end-to-end analysis for mobile advertising, from the advertisers to consumers.”
“The MMA sees the education of the mobile advertising ecosystem as key to its success, particularly when it comes to the central issue of building consumer trust. We are therefore delighted to see new educational resources, such as this report, in the market place that reaffirm the importance of consumer privacy, permission, and preference, and we welcome the industry collaboration it represents,” states Paul Berney, Managing Director for Europe at the Mobile Marketing Association.
Mobile Advertising U.K. will draw upon primary research, including in-depth interviews with 25+ mobile executives, agencies and mobile networks, as well as online and mobile consumer surveys. Research will be coordinated by NEAS Strategy Consulting and Management, an international consultancy firm focused on strategy & business development for the telecommunications market and global mobile industry, and conducted by MSearchGroove, a knowledge resource providing analysis and commentary on mobile search, mobile advertising and social media.
To an extent, Mobile Advertising U.K. will follow the blueprint of Mobile Advertising Netherlands, a mobile advertising research project that was sponsored by some 20+ companies including GroupM, a leading media investment management operation; telecom vendor Alcatel-Lucent; mobile operators and service providers Vodafone, T-Mobile, KPN, and Blyk; and full-service media agencies Starcom, Marvellous, MADS, WebAds, DQ&A, Mindshare, IceMobile, and Mediaedge:cia.
“The Dutch project, initiated by the Interactive Advertising Bureau and widely endorsed by companies up and down the mobile advertising value chain, was the first project to include the views of both advertisers and consumers, thus providing the industry qualitative and quantitative insights into trends and attitudes,” says Tarik Fawzi, Director of NEAS Strategy. “Following our success in the Netherlands, we are ready to rumble, and roll this out across Europe and the U.S., starting with the U.K., and later Germany. We are pleased to be working with Every Single One Of Us and MSearchGroove, and to have the endorsement of three of the leading global marketing organisations, strengthening us in our mission to make advertising mobile.”
The success of mobile advertising and subsidised models based on delivery of content, applications, and services, is dependent upon the willingness of participants to accept advertising on their mobile devices. Ultimately, users demand advertising that relates to their interests and is tailored to their specific needs. Anything else will be perceived as ‘spam’, which degrades the experience, increases the likelihood of churn, and breeds a distinct lack of trust.
To build end-user trust, Every Single One Of Us calls on companies involved in the mobile advertising ecosystem to ensure content is delivered in accordance with the 3Ps: Permission (people will decide what brand messages they interact with); Privacy (people will decide where their data is collected and how it is used); and Preference (people will decide what content they find relevant).
“We are extremely pleased to have the support of the Interactive Advertising Bureau, Internet Advertising Bureau, and Mobile Marketing Association for this report, as it demonstrates our combined commitment to ensuring the success of the mobile medium as an effective and useful tool to communicate with consumers,” said Jonathan MacDonald, Founder of Every Single One Of Us. “By working together, we will be in a powerful position to effect real change in the industry and deliver positive opportunities and potential for growth in this exciting space.”
The research project stage will conclude by the end of Q2 2009, and will be complemented by a range of conferences, seminars, and master-classes from the world’s thought leaders and industry heads. Research findings will be presented on June 25 in London, as part of a larger mobile advertising industry event.
About Every Single One Of Us
Every Single One Of Us (www.everysingleoneofus.com) is a communications movement with a vision to enable and enhance interaction between people and commerce. The collaborative venture – founded by Jonathan MacDonald, who was previously a Chairman of the Music Industries Association, Commercial Director of Ministry of Sound, and Sales Director at the advertising-funded mobile network Blyk – was created to safeguard user experience in the ultra-connected world. Global objectives include market research, seminars, consultancy, workshops, master-classes, and platform development. By promoting and authorising best practice, Every Single One Of Us intends to provide a central access point for positive and progressive communication activities focussed on citizen engagement. As a collective, Every Single One Of Us will facilitate and accelerate commercially viable and mutually beneficial communication.
About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies, and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices, and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C.
About the Internet Advertising Bureau
The Internet Advertising Bureau (IAB) is the trade association for online advertising. With 465 members, it’s run for the leading media owners and agencies in the UK Internet industry. Online is an exciting and fast-growing medium and our job at the IAB is to work with members to ensure marketers can identify the best role for online, helping them engage their customers and build their brands. Through the dissemination of research and the organisation of regular events, we aim to put online on the agenda of every marketer in the UK, acting as an authoritative and objective source for all Internet advertising issues whilst promoting industry-wide best practice.
About the MMA:
The Mobile Marketing Association (MMA) is the premier global non-profit trade association, established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organisation designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelise the use of the mobile channel. The more than 700 member companies, representing over forty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin America (LATAM), Middle East & Africa (MEA), and Asia Pacific (APAC) branches.
About NEAS Strategy Consulting and Management:
Headquartered in The Hague, NEAS Strategy Consulting and Management (www.aeneasstrategy.nl) is an international consultancy firm focussed at strategy & business development for the telecommunications market and global mobile industry. The firm has spearheaded the development of innovative mobile advertising strategies on behalf of players in the emerging business ecosystem active in the international arena. It was founded in 2004 by Tarik Fawzi, whose career in the advertising and mobile industries spans 15 years.
MSearchGroove (www.msearchgroove.com) provides analysis and commentary on mobile search, mobile advertising and social media. Through primary research and interviews with c-level executives and industry luminaries, MSG is the essential read for companies seeking ways to monetise their digital assets, drive mobile advertising revenues and harness the power of empowered consumers. MSG is owned by Peggy Anne Salz, who has established a successful consulting career based on vision, insight, versatility, and over 15 years of industry experience.
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