Marketers asked to ensure creative campaigns consider mobile executions

Posted by Kailei Ginman On February 11, 2014 Media Releases

12 February 2014: With mobile advertising now one of the fastest growing segments of the Australian online advertising market, IAB Australia has today put a call out to marketers to ensure they develop their creative and campaigns in a mobile compatible format.

With the support of its Mobile Advertising Council, IAB has provided the industry with a framework of guidelines and advice around how to improve mobile display advertising with the use of HTML5, the one open industry standard universal format for building mobile ready creative. It has also issued a mobile checklist which includes the four things every marketer should be asking of their agencies to ensure their digital advertising shows up successfully across all screen.

The guidelines and check list can be found on the IAB Australian website.

Mobile advertising reached $110.7m expenditure in Q3 2013 and the PwC Online Advertising Expenditure Data due to be released before the end of the month is expected to show continued dramatic growth. According to Nielsen Market Intelligence, 48 percent of daily unique browsers during November and December came from mobile devices.

The IAB Mobile Check List includes:
1. Make sure that your media agency buys mobile impressions on smartphones and tablets.

• For your media agency, this may mean selecting mobile-specific placements on large publishers or networks. It could also mean choosing niche networks and publishers that focus only on mobile placements.
• Mobile apps represent a majority of the time spent on mobile phones. Don’t forget to include mobile app inventory in addition to mobile web inventory in your media buy.

2. Make sure that your creative agency designs the ad creative with multiple devices in mind.

• To create the best cross-screen ads, it’s critical for your creative agency to be thinking multi-screen from the outset.
• Smartphones and tablets provide different opportunities for brand exposure than desktop. Taking advantage of the different form-factors of these devices (e.g. the ability to tilt, touch, swipe, and shake these devices) is key to building engaging and personal experiences for customers.
• The calling capability and location-based targeting are two other important elements of smartphones that your agency can take advantage of when designing engaging brand experiences.

3. Make sure that your creative developers or production shop builds your ad creative in a mobile-compatible format.

• Your creative developers need to use a mobile-compatible format such as HTML5 to build your ad creative. While static images and standard banners can run on mobile sites, HTML5 allows you to run interactive rich media and video ads on mobile placements — the types of ads that engage consumers and that consumers have come to expect.
• In addition, these mobile-compatible ads also function well on desktops, so you can build a single ad creative that will look beautiful and function well on any screen.

4. Make sure that your media agency can measure the performance of the mobile placements in your ad campaigns.

• Before running your ad campaign, confirm that you have the necessary reporting in place to track the success of your mobile campaigns. Smartphones and tablets present a more complex reporting situation, because these devices can’t use the same “cookies” that are used on desktop to measure conversions. You want to confirm that you’re set up to measure conversions at least within a given device environment.

Mobile Advertising Council Members include Big Mobile, inMobi, Google, Sizmek, Fairfax Media, News Australia,Yahoo7!, Mi9, MCN, Ten, Ikon Communications, Telstra Media ,Pandora, Mediacom, Carsales , SBS and REA Media


About the Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) Limited is the peak trade association for online advertising in Australia and was incorporated in July 2010. As one of over 40 IAB offices globally, and with a rapidly growing membership, IAB Australia’s principal objective is to support and enable the media and marketing industry to ensure that they thrive in the digital economy.

IAB Australia’s board includes representatives of, Fairfax Media, Google, Mi9, Network Ten, News Australia, REA Group, Telstra Media Group, TressCox Lawyers and Yahoo!7. It has four objectives:
• To be the ‘big tent’ for the entire digital advertising industry and define the future of digital advertising
• To deliver the benefits of ad funded interactive experiences to Australians
• To develop, coordinate and promote industry standards and guidelines that make interactive advertising a simpler and more attractive medium for agencies, advertisers and marketers
• To prove and promote the effectiveness of interactive advertising to advertisers, agencies, marketers and the press
For further information about IAB Australia please visit:

For more editorial information please contact:
Pru Quinlan
Einsteinz Communications
T: (02) 8905 0995

Kailei Ginman