IAB: AT&T, Virgin Mobile USA Talk Up Mobile Ads
Jordan Berman, executive director of media innovation for AT&T Mobility, and Scott Kelliher, director of mobile advertising at Virgin Mobile USA, represented the carrier segment at the IAB’s Mobile Leadership Forum. AT&T may have the iPhone and 71 million subscribers compared with the MVNO’s five million or so customers, but when it comes to mobile advertising, both companies recognize that the key to success is recognizing that the consumer is at the heart of the situation.
When questioned about the most pressing mobile advertising issues facing their companies, Berman listed trying to align the entire organization to focus on the advertiser as a new type of customer and then connecting the advertiser to the subscriber “in a way that results in deliverables.”
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