The Association of Online Publishers (AOP) has launched a mobile advertising initiative, designed to extend mobile advertising spend. 

AOP is operating with Mindshare and Celtra to conduct the research stage of the initiative, on live brand advertising campaigns. The research is meant to prove the price of premium mobile advertising, specfically the 320×50 expandable rich media ad format.

The iniative is additionally hoping to enhance format standardisation, simplified uniform reporting and publisher compliance around delivery.

The 16 AOP members – including CBS, Future Publishing, Guardian, The Sun, and Hearst – signed as much as the scheme account for roughly 24 per cent of the UK’s total mobile internet audience, a complete of around 6.7m monthly users.

“Cooperation between premium publishers will help address more issues in mobile more quickly and importantly make sure the voice of premium publishers is heard and helps demonstrate the advantages of advertising around original, branded, quality content,” said Tim Cain, AOP head of analysis & insight. “By addressing selected barriers together specializing in premium mobile display with agency and client buy-in, we will create more wide-reaching, consistent, effective ads for the complete mobile industry, helping buy side and sell side alike.”