The IPA has formed a working group dedicated to mobile marketing as it continues its march into digital.

The group is chaired by Kieran Bourke, Creative Director at Aerodeon and mobile spokesperson for the IPA, with representatives Carat, Dare, Glue, Mindshare, Profero and Zed making up the working party dedicated to looking into mobile opportunities for advertisers.

"Our role is to reflect what our members are interested in," said Nigel Gwilliam, media business manager for the IPA.

"There's no doubt that mobile has the essential ingredients, potential audience and technology in place."

The IPA has also contributed to the MMA's guidelines surrounding mobile banner technical specifications, which it's to publish shortly.

One report in the pipeline will draw together the various options that exist for advertisers on mobile. It includes click-to-call, display and content download data. The group has collected rates and information from ad networks and publishers.

"It's an easy-to-use reference guide of the different opportunities that exist," said Gwilliam.

The working group has also assembled a series of case studies showcasing how mobile has previously been used by advertisers.