The Internet Advertising Bureau (IAB) UK has announced that 2015 will be the final year of its flagship Mobile Engage conference.
Mobile has become the number one digital device for consumers, and according to the IAB UK/PwC 2014 Digital Adspend study, accounts for a third of digital display spend. It is increasingly important for both marketers and the wider industry that mobile is integrated into all media planning. This decision illustrates the increasing importance of mobile in the digital landscape, and the IAB will continue its work to grow the mobile market and make mobile a main focus for advertisers through all IAB events, standards and initiatives.
In light of this change, the IAB UK will be expanding its main Autumn Engage conference, into a two-day event from 2016. This will give the industry a platform to discuss the breadth of digital advertising, including mobile and the wide range of other digital disciplines.
2016 will see further changes with the launch of the trade body's first Leadership Summit, a two-day conference looking to address the thornier issues of digital marketing, with C-level attendees from across the industry. The aim of the Leadership Summit will be to drive the industry forward, set the tone for the year ahead as well as address any key challenges the industry might be facing. There will be keynote sessions as well as ‘Town Hall’ discussions on some of the hottest topics in digital.
IAB UK, CEO, Guy Phillipson said: “The big change we’re making to the IAB's premium events schedule in 2016 is indicative of a fast-changing digital market. After in depth discussions with our board members, it has been agreed that disbanding Mobile Engage would be a positive step forward for the industry, as we all move to mobile-first strategies. Launching our very first Leadership Summit is also a really exciting development for us, and we hope this Spring event will become an important forum for senior marketers to address industry challenges, and look to the year ahead.”