IAB Education

Taught by experts from Cars.com, Impact Mobile and eMarketer

Mobile advertising has been one of the great opportunities in the interactive space for the last decade, but the unique complexities of this environment have slowed progress. However, with recent improvements in network and handset technology, we may be reaching an inflection point.

This seminar will present the current landscape in terms of mobile usage and audience demographics and discuss the impact of rising smartphone penetration. We will illustrate, using real-world examples, how mobile advertising can address the full range of marketing goals.

The seminar will detail the spectrum of inventory options available today, from core offerings such as mobile display, messaging, and search to more advanced opportunities such as mobile video, voice ads, app-based advertising and location-based services. Cross-platform approaches will be discussed, as well as the current state of the art in terms of metrics.

Finally we will present a framework for creative success in the mobile environment, and the keys to getting started with a mobile advertising campaign.

This class is intended for marketers and media planners looking to explore the mobile advertising space or advance existing, but nascent, mobile capabilities.