Jon Mew is Director of Mobile and Operations at the IAB UK.

Mobile World Congress 2012 – the IAB’s ten top takeaways

Jon Mew at MWCBarcelona is slowly starting to recover from another amazing Mobile World Congress.  The stands are coming down, the bars are still counting their takings and the Catalans can start to use their 3G network again.

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New IAB research identifies key trends for mobile

Yesterday we released our latest research project which looks in-depth at the effectiveness of running advertising campaigns across mobile and online.

Working with Nationwide we ran a campaign simultaneously over the mobile operator sites of 3, O2, Orange, T mobile and Vodafone, and the mobile and web portals of MSN and Sky. We worked with research agency Brand Driver to look at the opinions of 900 people, 300 saw just the online ads, 300 just the mobile ads and 300 both.

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This is definitely the week of mobile

For me this has been the most exciting week in mobile for some time. We unveiled, for the first time, ad spend figures measuring the size of the UK market, the results and the response have both been better than I think anyone expected and at last we also have a stake in the ground to measure mobile going forwards.

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I wouldn’t have to change anything if it wasn’t for those pesky consumers

If mobile media usage grew by 36 per cent last year, how much did advertising spend grow on mobile? Whilst we don’t yet know the answer (but it’s coming!), I ‘d like to  bet it didn’t grow enough.

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Un-wired for sound

mobile tvThis week’s Digital Britain interim report outlined the commitment to digital access to everyone, quality content available to all and a digitally literate population. Great news for UK consumers. For me though the most interesting reading in the report was the Government’s recognition that there are a number of ways to deliver digital access, wired, or indeed wireless.

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Enabling customers to interact

Getting customers to respond to an ad isn’t easy, and getting them to interact can be even harder. Whatever your objectives, direct response or brand building, getting consumers to engage with your brand is vital.

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