IAB Canada Announces New Mobile Council And Partnerships

Gail Chiasson, North American Editor

The Interactive Advertising Bureau of Canada announced yesterday (Apr. 5) the launch of its new Mobile Council, as well as new partnerships with the Mobile Experience Innovation Center and OCAD University, to drive Mobile Marketing research, education and innovation in Canada.

The Mobile Committee, which has been operating under IAB Canada’s Emerging Platforms Council since 2006, now becomes a full Mobile Council (with various committees able to organize under it).

In recent years, IAB Canada’s Mobile Committee has done work in various sectors, including: Research, Education, and Standards. Among its numerous accomplishments has been the creation and annual publication of IAB Canada’s Canadian Mobile Advertising Revenue Survey; development of publications and courses; and Inclusion of Mobile Ad Standards within IAB Canada’s Canadian Universal Ad Package.

“The creation of IAB Canada’s new Mobile Council, and our new partnerships with MEIC and OCAD University nicely weave together all the separate Mobile threads that IAB Canada has been working on over the past seven years, including our work in the Human Resources area and our Colleges/Universities rating and outreach program,” says Paula Gignac, president, IAB Canada. “We look forward to working with our new partners, as well as with all large and small Mobile- and wireless-based businesses and service providers in Canada to help them achieve their rightful potential in Mobile in the coming years.”

IAB Canada’s Mobile Council will be jointly chaired by Peter Vaz, vice-president director, digital communications, MacLaren M2 Uunivesal (who will also retain his Chair role on the Emerging Platforms Council), and Sara Diamond, Chair, MEIC; president, OCAD University and Board member, Interactive Ontario.

“The Mobile channel has been building towards the sort of breakthrough moment that is happening this year, for quite a long time,” says Vaz. “But now, with the huge rise in the development and popularity of Mobile Applications; the growing sophistication of Mobile Web advertising (including both Display and Search options); the ever-evolving location-based capabilities of the devices; and the fact that consumers are now spending millions of dollars through both Mobile and Tablet devices, means — finally — Mobile has arrived!”

Diamond says, “Mobile and wireless devices are revolutionizing the way we think, work, play and live in the same way the Internet did almost two decades ago. But, in order to make sure Canadians aren’t relegated to the sidelines, and are instead able to play a leading role in driving the Mobile revolution, work is needed across a variety of fronts. A partnership in this effort, based on the complimentary but different focus of each of IAB Canada, MEIC and OCAD University is a huge win, and a big step forward for the entire industry in this endeavour.”

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