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IAB demystifies mobile advertising
The proliferation of smartphones and consumers' ever-increasing appetite for mobile interactive experiences have created unique marketing opportunities for advertisers looking to reach people on the move.
the Interactive Advertising Bureau (IAB) announced the release of its first Mobile Buyer's Guide, a how-to primer for marketers and agencies who want a simple source that explains how to buy mobile advertising. The announcement was made at IAB Marketplace Mobile in New York, where marketers, agencies and media companies converged to learn about the latest mobile tools that are transforming the way consumers experience media on the go.“We designed this guide to provide everything an agency or marketer would need to create a mobile advertising campaign,” said Jeremy Fain, Vice President of Industry Services at IAB. “Marketers and agencies are now creating multi-screen campaigns and mobile is playing an increasingly significant role as more advertisers use it to reach their customers.”
“The sheer size of the population using mobile data services today across a diverse array of devices is compelling savvy marketers to use mobile advertising to reach their customers,” said Gary Schwartz President and CEO, Impact Mobile, and Co-Chair of the IAB's Mobile Committee. “We developed the Mobile Buyer's Guide to give marketers and agencies the toolkit they need to create successful mobile campaigns.”
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