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IAB Singapore launches mobile arm, sets standards as first step to boosting ad spend

Mopub's Sonal Patel, Ryan Murray of StrikeAd, Regina Goh of Millennial Media, Gail Brennan of Amobee, Wendy Hogan, Inez Miki Tong, Eric Tan

Sonal Patel, Ryan Murray, Regina Goh, Gail Brennan, Wendy Hogan, Inez Miki Tong, Eric Tan

The Southeast Asian chapter of the Interactive Advertising Bureau has launched a unit designed to increase advertising spending on mobile devices.

The first step is for the unit to back the global IAB and Mobile Marketing Association’s mobile phone creative guidelines as a standard for Asia.

Regina Goh, APAC VP of brand sales of Millennial Media and chair of the mobile committee said: “As it’s no secret that Asia controls much of the world’s mobile population and many markets use mobile as their primary way to access the internet, it’s our responsibility as an industry to better educate and simplify the tools so brands and the trust to move more of their marketing investment to mobile.”

The 320×50, 300×250 and Interstitial formats are the most commonly used mobile ad formats, and will be used as the Southeast Asia standard, said Ryan Murray, APAC boss of StrikeAd, and part of the committee that includes IAB chairman emeritus Wendy Hogan, Eric Tan of Singapore Press Holdings, and Gail Brennan from Amobee.

Native advertising and making campaigns work across multiple devices will also be key issues tackled by the IAB.

A longer term focus will be improving measurement. Jude Tan, product development manager at Affle said: “As a traditionally smaller market, many of the existing third-party mobile tools are absent to-date. Adequate third party measurement, unbiased government lobbying around privacy and spend research are all non-existent currently. By working together as an industry body, we hope to self-regulate and solve some of the issues potentially holding us back.”

The education of marketers will also be a focus, with a Mobile Education Roundtable forum to be held on Wednesday November 12 in Singapore.

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