The Internet Advertising Bureau (IAB) UK has taken the bold decision to merge the IAB Board and Mobile Board to put mobile at the centre of everything the trade body does.
For the last six years, both groups have played a pivotal role in setting the strategy and direction of the IAB across online and mobile. The board merger reflects the growing importance of mobile to the digital industry as smartphones and tablets are now the most commonly used internet enabled devices
However smart organisations are fast acknowledging that investment in digital data is integral to increasing sales, says Quantcast’s recently appointed Head of International Client Development, Marcus Harper.
A few years ago, when I first started working for a car manufacturer I accepted that our cars were marketed at consumers through TV and radio because that’s where the buyers were. Why else would you spend millions of pounds on prime-time spots, extolling the family virtues of the marque or targeting the aspirations of the self-made professional that wants a status car? [more…]