The Interactive Advertising Bureau (IAB) has released a valuable primer for marketers and agencies looking to buy mobile advertising.

The guide includes an overview of the U.S. mobile advertising market including its audience breakdown and specific advertising options for reaching those segments, key definitions in mobile display and messaging campaign metrics, an overview of how to buy mobile display and messaging campaigns, an explanation of common short codes and methods for activating mobile campaigns from traditional media campaigns, and finally a series of examples across different types of mobile advertising execution.

“We designed this guide to provide everything an agency or marketer would need to create a mobile advertising campaign,” said Jeremy Fain, Vice President of Industry Services at IAB. “Marketers and agencies are now creating multi-screen campaigns and mobile is playing an increasingly significant role as more advertisers use it to reach their customers.”