Mobile marketers prepare for take-off

The presentations ranged from how to take payments on mobile sites to how to design a good smartphone app.

IAB chief executive Guy Phillipson kicked things off by comparing the explosion of smartphone use to the emergence of the internet in the potential effects for marketers and advertisers.

But of course none of the strategies discussed over the course of the afternoon are of any use unless there is a way of measuring who your ad has reached and which of your customers are looking at your site.

Research caught up with Paul Goode, head of industry relations for ComScore, at the end of the event to look back on the day and talk about the next steps in mobile measurement.

Click here to download or stream the five-minute podcast interview. Headphones may be required depending on your sound settings.