The IAB Mobile Steering Group's Viewpoint.

Mobile has changed the way that we spend our time online. The nature of the mobile device and its rapid rise has meant that the digital world is now accessible at any given time and any given place. The convenience of the mobile device and its real-time nature means that it is the lynchpin between the digital and physical worlds. 

With these worlds merging, and the potential of other media, it is imperative to understand how mobile can power a successful cross-media campaign.

In the form of this viewpoint paper, the IAB Mobile Steering Group have put forward their views on how mobile can be used with other media to produce a successful campaign and the factors that need to be taken into account.