Deal struck between IAB and top mobile operators / Thursday, September 25, 2008

A deal has been made between the Internet Advertising Bureau (IAB) and the five biggest mobile phone companies in the UK to challenge traditional media when it comes to advertising.

Following the partnership, which includes Orange, Vodafone, 3, O2 and T-Mobile, it is hoped that the mobile advertising sector could be turned into a serious medium.

It is estimated that it could bring in global revenue figures of around £560 million and it is predicted to be hugely successful.

Neil Andrews, head of portal advertising at 3, told the Inquirer: "This partnership with the IAB has come at a perfect time. A time when the mobile advertising industry needs support and guidance in order for it to grow."

A recent survey by Nielsen Mobile found that over half of mobile users said they had responded in some way to a mobile advert they had seen in the past 30 days.

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