Wrapping up months of interviewing influencers/decision-makers in the emerging mobile advertising ecosystem (agencies, enablers, operators, brands – and an exciting mix of companies in-between) for Mobile Advertising Research UK . Now I’m heading off to London Monday (June 15) for Mobile Advertising UK (a one-day conference organized by Camerjam Events) where I and my esteemed colleague Tarik Fawzi will reveal some surprising findings.

Regular readers will recall that MSG was commissioned to conduct the research project – endorsed by leading global mobile marketing organizations, the Interactive Advertising Bureau (IAB Europe), the Internet Advertising Bureau (IAB UK) and the Mobile Marketing Association (MMA) – to expertly document the state of the mobile advertising industry in the U.K., identify growth opportunities in the emerging mobile advertising marketplace, and benefit stakeholders, shareholders, and consumers worldwide.

How can companies create value and increase ROI? Is market education the key to driving mobile advertising growth? What is the ideal ecosystem? What metrics must mobile deliver? These are just a few of questions that will address. The event brings together a who’s who of the U.K. mobile advertising industry in an open and frank exchange to identify the opportunities and the obstacles.

It also recognizes mobile marketing campaigns that set the bar. The EverySingleOneOfUs Mobile Campaign of the Year Award 2008/9 rewards mobile campaigns that demonstrate flair, creativity, and – above all – benefit us (through relevancy, ease of interaction, or the value to the individual).

The organizers have also invited me to help judge the mobile campaign of the year, joining a panel of esteemed colleagues and industry experts including Jonathan MacDonald, founder, Every Single One Of Us; Andrew Grill, mobile advertising evangelist and blogger at London Calling; and Alfie Dennen, co-founder of Moblog, a provider of mobile blogging software.

Indeed, mobile advertising 2.0 is happening NOW, and you can get a glimpse of progress at Mobile Advertising UK.

I hope to see you there, and if you want to catch-up or meet-up then please reach out to me at peggy@msearchgroove.com – or schedule a slot with my PA Andrea Henninge (andrea@msearchgroove.com).

Disclaimer: MSG has partnered with Every Single One Of Us to conduct mobile advertising research in the U.K. and Germany.

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