IAB UK expands mobile team with new appointment

 In mobile

IAB to drive research in the mobile industry with appointment of Alex Kozloff as dedicated mobile manager

The Internet Advertising Bureau – the trade body for online and mobile advertising – has appointed Alex Kozloff, former media research manager at Unanimis, to expand its mobile research and education programme in the UK.  Working alongside head of mobile Jon Mew, she has been enlisted to drive the critical expansion of the IAB Mobile offering to meet the growing training needs of advertisers and agencies in the UK.

Now in its 2nd of year as the official trade body for mobile advertising, the IAB has doubled the amount of educational initiatives, events and research projects since 2009. The trade body aims to boost the profile of the mobile industry further with a dedicated IAB Engage for Mobile in June 2010, designed to enlighten the marketing community to the opportunities within the space.

Over the coming months, Alex will be working on projects including a groundbreaking study to understand the place of mobile commerce amongst businesses today, and a look into the effectiveness of marketing to consumers via SMS/MMS.  She will also be launching a book for brands on mobile advertising and creativity, and delivering bespoke presentations to UK marketers on how successfully integrate the medium with their current communications plans.

According an IAB survey amongst agencies and their clients last year, over half (59%) believed that currently there exists an insufficient amount of industry research available to plan campaigns. Alex will be charged with running studies to create compelling arguments for agencies and advertisers that are transparent and understandable to ensure that mobile is perceived and invested in as much as any other vital part of the marketing mix.

Before her role as media research manager at Unanimis, which she joined as part of France Telecom’s acquisition of the network, Kozloff worked for two years at Orange overseeing media research, both online and mobile. As part of this role, she ran mobile research projects such as Exposure 2- a quantitative study looking at consumer attitudes and usage of mobile media.  Earlier in her career, Alex cut her media teeth at IPG owned media agency Initiative.

Guy Phillipson, chief executive of the IAB said: “Alex is a true mobile evangelist with the substance to back it up.  With her strong research background and direct experience within two of the IAB’s biggest members, her understanding of the mobile industry is second to none.  This is a critical time in the medium’s development and there’s a great deal more to do in proving its efficacy and showing brands how it can work for them, and we’re confident Alex can rise to the challenge.”

Alex Kozloff, mobile manager at the IAB, said: “The IAB is a well-established part of the media industry with a fantastic heritage in promoting digital advertising, and with the emergence of mobile marketing in recent years, it has again positioned itself at the forefront of a new and increasingly important digital medium.

I’m looking forward to delivering research projects that illuminate and demystify mobile marketing, cutting out the jargon and providing concrete proof that it’s a medium to invest in. By demonstrating first hand to marketers just how easy and effective mobile is, I hope to push this exciting medium to the next level and help it take its place as an essential part of every campaign.”

About the IAB

The Internet Advertising Bureau (IAB) is the trade association for digital advertising. With over 540 members, it’s run for the leading media owners and agencies in the UK internet industry. Online is an exciting and fast-growing medium and our job at the IAB is to work with members to ensure marketers can identify the best role for online and the emerging mobile market, helping them engage their customers and build their brands. Through the dissemination of research and the organisation of regular events, we aim to put digital on the agenda of every marketer in the UK, acting as an authoritative and objective source for all internet advertising issues whilst promoting industry-wide best practice.

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