Study to shed light on state of play in UK mobile ad industry

UK-- Mobile operators and ad agencies are backing a major new research project into mobile advertising in the UK.

The project aims to “document the state of the mobile advertising industry in the UK, identify growth opportunities in the emerging mobile advertising marketplace, and benefit stakeholders, shareholders and consumers worldwide”.

It has been commissioned by Every Single One Of Us, a joint initiative backed by mobile operators, ad agencies and brand owners to promote mobile marketing, and has the support of the Interactive Advertising Bureau and the Mobile Marketing Association (MMA).

The research will be coordinated by Dutch agency Aeneas Strategy Consulting and carried out by mobile marketing information firm MSearchGroove.

The study, entitled Mobile Advertising UK, is modelled on a similar one conducted in the Netherlands, and more are planned for other countries including Germany and the US.

Paul Berney, managing director for Europe at the MMA, said: “The MMA sees the education of the mobile advertising ecosystem as key to its success, particularly when it comes to the central issue of building consumer trust. We are therefore delighted to see new educational resources, such as this report, in the marketplace that reaffirm the importance of consumer privacy, permission, and preference, and we welcome the industry collaboration it represents.”

Findings will be presented at an event in London in June.

Author: Robert Bain