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BizReport : Mobile Marketing : February 23, 2015

U.K. media agency employees lack mobile privacy knowledge

Research from the Internet Advertising Bureau (IAB) has found that while general mobile advertising knowledge among UK agency employees is increasing, many still have no idea about how to comply with mobile privacy or brand safety.

by Helen Leggatt

Almost half (49%) of the 154 U.K. media agency employees surveyed for the IAB's latest 'Mobile Agency Snapshot Study' said that mobile now regularly forms part of client proposals, up from 38% in 2014. While 42% of media agency employees across Europe said mobile is unlocking new budgets, a large majority (71%) claimed their mobile budget is coming from other media, such as Internet, TV, print and radio.

However, while general mobile advertising knowledge is rising with a 23% increase in the past twelve months, many agency employees are still lacking in key areas. The IAB research found that 27% of U.K. media agency employees have "no idea" how to comply with mobile privacy and 22% have "no idea" about brand safety on mobile.

"These studies are a great benchmarking tool for us and the wider industry to see where general mobile uptake is, as well as understand crucial barriers for both clients and agencies," said IAB's Senior Mobile Executive, Mike Reynolds. "It is great to see that the level of mobile understanding has increased steadily over the past six years, and with this, confidence in the channel has also increased."

Image via Shutterstock

Tags: Europe, media agency, mobile, privacy, survey

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