Mobile represents great opportunities for advertisers, technologists and publishers. Once a mobile device is acquired, consumers radically change their media consumption and buying patterns. The complexity of the mobile marketing channel means that there are a lot questions about how mobile campaigns should be executed. The different usage modes mean there are new options for ad creative and placement. The power of timeliness, recency, context and location based advertising means there are significant opportunities to deliver more effective and relevant ads. The relative newness of the channel also means that buyers and sellers of mobile ads have to learn how to measure and apply appropriate campaign metrics.

Every media seller must now have a broad understanding of the driving forces behind mobile as a marketing channel and as an advertising medium. Marketers are looking for expertise and programs that support their need to connect with their customers, wherever they are. This workshop will provide a framework for interpreting and appreciating the complexity and challenges of the mobile advertising landscape, and illustrate how publishers can exploit mobile opportunities for deeper connections between media channels and audiences.

Specifically, this workshop will cover all the necessary elements of the mobile display ecosystem, from ad units and formats to ad delivery and measurement, highlighting the connections between marketers and mobile users. We will provide examples of how publishers have integrated mobile into their advertising programs.

IAB Members: $249
Non-Members: $299

Also available: IAB Seminar – Mastering Measurement: How to Speak with Your Clients About Campaign Performance