It is anticipated that there will be a 50pc growth in smartphone ownership in the next 12 months in the Irish market. The Interactive Advertising Bureau’s Irish branch has published a mobile advertising handbook aimed at helping marketer’s plan their mobile strategy.

For Ireland, where the traditional Irish advertising industry is still struggling to catch up with their international counterparts in grasping internet advertising, never mind social and mobile, the handbook could prove very timely.

The acceleration of smartphone ownership in Ireland – expected to grow 50pc in the year ahead according to Red C – prompted the local Interactive Advertising Bureau (IAB) to produce the guide, which is sponsored by Sky Media.

The handbook gives an insight into where to start and how mobile fits into the marketing mix.  There are also planning and buying tips along with Irish and international case studies and expert advice on how to decide on your objectives on mobile and therefore the measures of success.

“IAB’s Mobile Council has produced this important guide as a response to research undertaken with AAI (Advertisers Association of Ireland) members,” explained Suzanne McElligott, CEO, IAB Ireland.

“Advertisers have told us that they want to equip themselves with the skills to include mobile in their marketing mix. We are delighted to provide them now with the tools to embrace the mobile opportunity to drive brand growth.”