In the first piece of mobile research published by the trade body since it extended its remit to include mobile advertising, a survey of 115 media planners, creatives and clients revealed 76% wanted more information on the efficacy of the medium.
After the introduction of flat-rate pricing deals from most of the major UK operators, and the surge in the use of smartphones, a reliable metrics system is critical to the success of mobile. "For the first time we have all the pieces of the puzzle together," said Alexandre Mars, chief executive of Phonevalley and head of mobile at Publicis Groupe. "Many of our brands have been asking for advice about mobile campaigns."
The IAB did not disclose a value for the UK mobile ad market. Screen Digest forecasts UK mobile advertising will be worth £7.4m this year.
One in four respondents believed that mobile search would overtake PC-based search by 2015, but 57% lacked any familiarity with mobile search.
In addition, 59% of respondents said they thought mobile would become the primary medium for communicating with 12 to 24-year-olds.
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