IAB UK Archives - Mobile Marketing Watch https://mobilemarketingwatch.com/tag/iab-uk/ Thu, 14 Jan 2016 11:15:01 +0000 en-US hourly 1 https://mobilemarketingwatch.com/wp-content/uploads/2023/10/cropped-MMW_LOGO__3_-removebg-preview-32x32.png IAB UK Archives - Mobile Marketing Watch https://mobilemarketingwatch.com/tag/iab-uk/ 32 32 IAB: 50 Percent of Marketers Now Buying Mobile Programmatically https://mobilemarketingwatch.com/iab-50-percent-of-marketers-now-buying-mobile-programmatically/ Thu, 14 Jan 2016 11:15:01 +0000 http://mobilemarketingwatch.com/?p=64679 According to the findings of a new IAB UK study, 50% of marketers now use programmatic for buying smartphone inventory. The results were gleaned from a survey, the full results of which are available here. However, programmatic advertising on mobile is one of the least understood mobile topics, with 44% of respondents reporting having no...

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]]> IAB 50 Percent of Marketers Now Buying Mobile ProgrammaticallyAccording to the findings of a new IAB UK study, 50% of marketers now use programmatic for buying smartphone inventory.

The results were gleaned from a survey, the full results of which are available here.

However, programmatic advertising on mobile is one of the least understood mobile topics, with 44% of respondents reporting having no or little knowledge of it.

As for growing comfort with the medium, a lot of marketers seem to be adjusting nicely.

“Nearly 3 in 10 (29%) respondents feel they have an ‘excellent’ understanding of mobile advertising as a whole compared to 22% who said they had a ‘poor’ level of understanding,” the report summary reads.

All told, the IAB UK says, 79% of the respondents said that mobile advertising “is an important part of their organisation’s overall advertising strategy.”

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]]> Native Ad Guidelines Enter the Global Spotlight https://mobilemarketingwatch.com/native-ad-guidelines-enter-the-global-spotlight/ Fri, 13 Feb 2015 13:30:11 +0000 http://www.mobilemarketingwatch.com/?p=48176 As mobileStorm‘s Digital Marketing Blog recently covered in ample detail, the Internet Advertising Bureau (IAB UK) has just released what it’s calling new guidelines that outline “good practice” in relation to the disclosure of advertising and marketing communications for native distribution formats online. So far, the IAB has dropped part one of the guidelines, which...

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]]> nativeadvertisingAs mobileStorm‘s Digital Marketing Blog recently covered in ample detail, the Internet Advertising Bureau (IAB UK) has just released what it’s calling new guidelines that outline “good practice” in relation to the disclosure of advertising and marketing communications for native distribution formats online.

So far, the IAB has dropped part one of the guidelines, which are designed to help the marketing industry provide more transparency to consumers around ‘native’ advertising.

“The guidelines provide advertisers, publishers, agencies and advertising technology companies with clear and practical steps to make it easier for consumers to spot native advertising – digital ad formats designed to look and feel like editorial content,” the IAB UK said in a news release.

Supported by ISBA, the Association for Online Publishers (AOP) and the Content Marketing Association (CMA), the guidelines meet the UK advertising industry’s CAP code, which is enforced by the Advertising Standards Authority (ASA).

Although the guidelines are quite comprehensive, two of the key guidelines for native advertising formats are:

  1. Provide consumers with prominently visible visual cues enabling them to immediately understand they are engaging with marketing content compiled by a third party in a native ad format which isn’t editorially independent (e.g. brand logos or design, such as fonts or shading, clearly differentiating it from surrounding editorial content)
  2. It must be labeled using wording that demonstrates a commercial arrangement is in place (e.g. ‘paid promotion’ or ‘brought to you by’).

To review the guidelines in full, download the document from the IAB here.

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