It will be an independently funded and staffed unit inside the Interactive Advertising Bureau, charged with driving the growth of the mobile marketing, advertising and media marketplace. The move that highlights the growing importance of mobile advertising in the marketing-media ecosystem, IAB says.
Former Ericsson head of business intelligence for its Multimedia division Anna Bager is the VP/GM of the Mobile Center.
The Mobile Center will devote resources to market and consumer research, mobile advertising case studies, executive training and education, supply chain standardization, creative showcases and best practice identification in the burgeoning field of mobile media and marketing.
Sixteen IAB member companies have committed financial support to the association’s Mobile Marketing Center of Excellence, marking the first time the industry trade group has directed enhanced resources to a single platform. Eight IAB member companies have provided advanced support and will serve on the Center’s Board of Directors, including AT&T Converged Services, Cars.com, Google, Microsoft, The New York Times, Univision Interactive Media, Weather Channel and Yahoo.
Another eight companies are supporting the Center as research and development sponsors, including 24/7 Real Media, CNN, Disney Interactive Media Group, Federated Media, The Huffington Post, IDG Communications, NBC Universal and Tremor Media.
Up to three more Board sponsorships are available to IAB General Member companies. The Mobile Center of Excellence will be based in the IAB’s NYC HQ.