Some of the guide’s contributors at its launch: Ciarán Norris (Mindshare), Ken Nugent (RTÉ), Fiona Gallagher (Mindshare), Kevin Foley (Adforce) and Eamonn Fallon (DAFT.ie, Distilled Media)
Smartphone ownership should overtake desktop ownership in Ireland within the next 12 months, according to Red C’s “De-Coding Digital Trends Ireland 2011”, and the signs are all around us that we’re in the post-PC era.
But how should you plan your business’s mobile strategy for that new era? IAB Ireland’s new “Guide to Mobile Advertising Handbook” is a timely introduction to the area.
It shows how mobile fits into the overall marketing mix, and has planning and buying tips for mobile advertising campaigns.
Research by Mindshare
Alongside the guide, IAB Ireland has made available Red C’s “Digital Trends” and Mindshare’s “Upwardly Mobile” study on mobile use in Ireland. The latter shows that:
- 16% of Irish users have recently clicked on advertising on mobile websites or apps
- One in four have two or more mobile phones
- Half of all mobile apps are about social media (24%), games (14%) or betting (13%)
Case studies
IAB Ireland’s “Guide to Mobile Advertising Handbook” also has Irish and International case studies including:
- The Metro Herald newspaper’s AR interactive print ads, in its partnership with Mazda and Mindshare
- Tesco’s campaign based on QR codes in train stations in South Korea
- Honda’s mobile-meets-posters outdoor campaign
- Groupon’s first “hyperlocal ad campaign”, working with wi-fi mobile ad network JiWire
And don’t panic if you don’t know your AR (augmented reality) from your QR (quick response) or your click-to-call from your MMS: the guide also has a two-page glossary at the back.
The free guide is sponsored by Sky Media, and can be downloaded from the IAB website along with the Red C and Mindshare research.
