IAB launches mobile media research unit

US— The Interactive Advertising Bureau has launched a new unit that will carry out consumer research in the ‘burgeoning’ field of mobile media and marketing.

The body has hired Anna Bager to lead the new Mobile Marketing Center of Excellence, which will devote funding to research projects, mobile advertising case studies, training and developing best practices.

Sixteen IAB member companies have committed financial support to the new centre, including eight that will specifically support R&D: 24/7 Real Media, CNN, Disney Interactive Media Group, Federated Media, The Huffington Post, IDG Communications, NBC Universal and Tremor Media.

Bager joins the IAB from global telecoms firm Ericsson where she served as head of business intelligence for the multimedia division. She also served as consulting manager at IDC’s telecommunications and networking centre.

Greg McCastle, SVP for advanced ad solutions at AT&T and an IAB board director, said the centre “will provide the next phase of leadership required for continued growth in the mobile advertising industry. Consumers want their information and entertainment on-the-go, and this trend is only going to continue, bringing enormous opportunity for advertisers to stay connected to their audiences.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments


Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts