Onderzoek
IAB Nederland doet, al dan niet in samenwerking met (internationale) onderzoeksbureaus en/of IAB Europe, met grote regelmaat onderzoek naar de ontwikkelingen op het gebied van online advertising en interactieve marketing.
24-10-2011 How to get advertising on mobile
The Internet Advertising Bureau (IAB) and a selection of its mobile members, Velti, StrikeAd and Adtech have created a whitepaper to help agencies get under the skin of mobile display advertising. The whitepaper provides a detailed checklist for agencies to consider when embarking on their next ad campaign.
22-10-2011 IAB Mobile Marketing Center of Excellence Tablet Buyer’s Guide
The tablet market has experienced rapid growth over the last 18 months. It has outpaced other device or media categories at a similar point in its lifecycle. Tablets offer consumers a more ubiquitous, personalized, intimate and interactive way to access content. Advertising on tablet devices allows marketers to deliver an accountable and powerful brand message literally into the hands of your consumers. This guide from IAB USA offers concrete advice for adding tablet advertising to your campaigns. It is intended for marketing and advertising agency staff (both creative and media planning) looking to learn about the state of advertising on tablets today. Because tablets are still a new and evolving platform, many aspects of the device, particularly with regard to metrics and buying media, are changing quickly. The IAB US expects to revisit questions and topics of this report over time, updating and revising as the market matures.
04-10-2011 Mobile Advertising Handboek
De markt voor mobiele apparaten en toepassingen maakt een ongekende groei door. Dat biedt voor adverteerders nieuwe kansen om consumenten te bereiken. Mobile advertising ontwikkelt zich dan ook razendsnel. Wat is Mobile Advertising en wat kun je er eigenlijk mee? Tijd voor een duidelijk handboek met handvatten voor adverteerders, zo vonden de experts van de IAB Taskforce Mobile. Het Handboek Mobile Advertising biedt een handig overzicht van de huidige status van mobiel, de mogelijkheden en de verwachtingen.
11-07-2011 B2B ‘must embrace mobile’ says IAB UK’s B2B-council
New guidance issued by the Internet Advertising Bureau (IAB UK) aims to raise the strategic importance of mobile marketing among B2B marketers. The white paper, created by the IAB’s B2B council, addresses the popular misconception that mobile is mainly a B2C channel and aims to educate marketers about what makes a successful B2B mobile campaign.
The white paper outlines the importance of setting concrete objectives, knowing your audience, and having a robust strategy in place in order to reach out to consumers successfully. The paper also recommends eight best practice rules marketers should follow.
23-03-2011 Mobile Ad spend figures IAB UK
Smartphone usage more than doubles mobile advertising expenditure in 2010. New research from the IAB and PwC shows UK mobile advertising market grew 116% to £83 million in 2010. Traditional advertisers invest in mobile as finance, telecoms and FMCG increase spend.
15-01-2011 Mobile Media Consumer insights across Europe
Mobile internet advertising spend during 2010 – when advertising revenues generally fell – was worth €710 million, more than double its 2009 total of €279 million. This report covering 19 European countries presents detailed research findings behind these findings.
11-02-2011 Top Mobile Internet Trends – KPCB
An overview of mobile platforms, mobile usage and mobile advertising by KPCB – Kleiner Perkins.
02-02-2011 Mobile and the Media – IAB UK
This piece of research looks at 500 mobile media users usage of mobile media by day part to understand what, why and when they are accessing content on their phone. The research also covers the way consumers are multi-tasking mobile media with other media- and why.
02-12-2010 Mobile youth around the World – Nielsen
From texting to video to social networking, mobile phones are taking an ever-expanding role in our daily lives. And young people around the world are more immersed in mobile technology than any previous generation. The Nielsen Company analyzes and tracks mobile usage in North America, Africa, Asia, Europe, Latin America, and the Middle East. In this report, we’ll highlight mobile youth data from Brazil, Russia, India, China, Vietnam, Germany, US, UK, Spain and Italy. Download the Nielsen report here.
25-11-2010 Nielsen Connected Devices Study
Connected devices such as tablets, eReaders and smartphones are seemingly everywhere and already are changing how some people consume media. Whether it’s watching a video or accessing an app on an iPad on the train to work, sitting at home reading a book on a Kindle or playing the latest games on a Sony PSP, the devices have only added to consumption of the more “traditional” forms of media delivery such as the home computer, books and game consoles. The Nielsen Company recently released its inaugural Connected Devices Playbook to get a better idea of the consumers purchasing Apple iPads, Amazon Kindles and other similar gadgets and how they are using them.
01-10-2010 Mobile Customer Experience – IAB UK
By responding to customer’s usage of mobile from research to purchase to retention, advertisers have a wealth of new opportunities. This handbook sponsored by Orange will offer guidance on how best to utilise mobile in order to engage with consumers throughout the purchase funnel. With more research, tips and practical ‘how to’ advice we aim to show you how to really allow consumers to experience your brand on mobile, so you don’t miss out.
15-09-2010 Tabvertising iPad and other tablets
This opinion piece is a preliminary overview of the tablet and e-reader consumer experience written by Jack Wallington, Head of Industry Programmes, at the IAB UK. The IAB Tablet Task Force considers the piece recommended reading without taking a formal perspective on its opinions of technologies or hardware.
01-09-2010 Impact Study of the tablet on the Dutch publishing industry, Deloitte
Met naar schatting 1 miljoen tablet-apparaten in 2013, blijft de Nederlandse markt klein. Inkomsten uit krant of tijdschrift verkoop zal daarom worden beperkt. Echter, zal de user base (early adopters) interessant zijn voor adverteerders om hun reclame niveau te houden boven de huidige internet tarieven.
21-09-2010 Mobile Marketing Playbook 360i
Is this the Year of Mobile? For over a decade this proclamation has turned out to be premature, giving marketers ample reason to be skeptical. The difference looking forward to 2011 is that this is the first time that consumer behavior and mobile platforms have reached sufficient scale for mobile to move beyond an emerging media tactic for mainstream marketers. During this pivotal, transitional period, 360i’s Mobile Marketing Playbook demonstrates how mobile is finally experiencing its tipping point as one of the critical components of the digital marketing landscape. The Playbook covers all major mobile marketing subject areas, including search engine marketing and optimization, SMS, media planning, social marketing, application development and promotion, shopping and barcodes.
07-09-2010 Resultaten Mobile Advertising Nederland 2010
In de Westergasfabriek Amsterdam bezochten donderdag 2 september meer dan 180 deelnemers Mobile Advertising Nederland 2010. Onder leiding van dagvoorzitter Gijs Vroom (Emerce) presenteerden de organisatoren Sanoma Digital, Ster en Telegraaf Media Nederland de resultaten van een onderzoek over mobile advertising. Download het rapport en neem uitgebreid kennis van de resultaten van dit consumentenonderzoek en de twee mobiele campagnes van Amoy en KWF Kankerbestrijding.
22-03-2010 Mobile and Consumer Behaviour UK
Mobile internet users now stand at 19m a month*. That figure has risen rapidly. Whichever it is, the figure is rising rapidly thanks in part to 3G take-up and an increase in services such as maps, GPS and social networking. Indeed, social networks have been a huge driver for mobile internet in the last 18 months. Facebook alone grew from 20 million to 65 million monthly active users in 2009. And we’re now at a point where the majority of consumers are confident users of SMS, MMS and, in growing numbers, the mobile internet. So, yes, phones are getting smarter and apps are big news, but advertisers should focus more energy towards the combined power of SMS, MMS and internet. They’re still the best tools for reaching and engaging the majority of mobile consumers.
10-12-2009 Mobile Market Snapshot UK
New industry research from the Internet Advertising Bureau (IAB) has found that 73% of marketers believe mobile will be the medium to see the most growth over the next 5 years. The IAB in conjunction with Work Research conducted a mobile market snapshot study, surveying over 100 senior-level UK agency representatives.
10-12-2009 Mobile Advertising Handbook
The marketplace is buzzing with excitement about the mobile channel and the audience is ready, waiting and willing to interact. Now is also a great time for testing the waters, to see how consumers react to your mobile messages so you can learn and enhance your campaigns as the medium becomes mainstream. The IAB UK Mobile Council boasts some of the best practitioners in the industry, and together we aim to help marketers find the best role for mobile media, to successfully reach and engage their consumers. This handbook covered every stage of the campaign process to make your lives just that little bit easier.
07-07-2009 Mobile Advertising Research, Aeneas Strategy, IAB Europe
Mobile Advertising Research UK 2009: ‘Facts and visions on and by the market’ is the result of market research which was conducted in the UK in 2009. Endorsed by the Interactive Advertising Bureau Europe (IAB Europe), the Internet Advertising Bureau UK (IAB UK) and the Mobile Marketing Assocation (MMA), this report has had the aim to document to state of the mobile advertising market in the UK, to identify key opportunities, challenges and the road ahead.
26-06-2009 IAB Mobile effectiveness research
This research was published in June 2009 and proved the effectiveness of mobile display advertising. The reseach agency, Brand Driver, used a pre-post methodology and Kit Kat was the tested brand. There was an increase in spontaneous Kit Kat awareness of 36% from the pre to the post. Download the IAB UK report:
05-10-2008 Resultaten Mobile Advertising Nederland 2008
In opdracht van IAB Nederland, heeft Aeneas Strategy Consulting & Management voor Yankee Group gekozen om een studie uit te voeren naar een aantal aspecten die relevant zijn voor de mobile advertising markt in Nederland. Het doel van de studie is om adverteerders en mediabureaus te helpen met het creëren van inzichten op de volgende gebieden:
• De meerwaarde van mobiel adverteren
• De mogelijkheden voor mobiel adverteren
• Het bereik voor mobiel adverteren
• Vergelijk van mobiel adverteren met andere media kanalen
• Staat van de Nederlandse markt voor mobiel adverteren
