The Interactive Advertising Bureau (IAB) has established a Mobile Advertising Council which will join three other working groups in helping to shape the industry group's policy and initiatives.
Members of the new Council have yet to be selected, but will include representatives from IAB members, the Australian Interactive Media Industry Association (AIMIA) and the Media Federation of Australia.
The Counci's first meeting will be held in October to consider its scope of work, which will include mobile audience measurement, mobile advertising standards, guidelines and best practice and the inclusion of mobile advertising expenditure within the quarterly IAB Australia Online Advertising Expenditure Report conducted by PwC.
The Mobile Advertising Council will join IAB Australia's Measurement Council; Standards and Guidelines Council; and Research Council, which were launched in early 2009.
IAB Australia CEO Paul Fisher said: “IAB members have considerable experience and expertise to share and as a result our Councils have successfully completed a number of significant projects. The time is right to build on these successes with the launch of the Mobile Advertising Council.”
The Council will call upon the experience and resources of the IAB UK and European mobile advertising councils, as well as the IAB US Mobile Centre for Marketing Excellence. It will also collaborate locally with AIMIA's Mobile Industry Group and other key mobile industry bodies.
In July 2011, the IAB annouced News Digital Media Commercial director Tony Prentice as the new chairman of the board after Nick Spooner stepped down.
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