MWC is a chance to see how mobile advertising ties into the whole mobile eco system. Mobile now accounts for so much traffic and a large part of the lead generation process, meaning it is vital to know where the market is going and how this could fit in with your strategy.
With the large growth for marketers now arriving in developing nations, these audiences have skipped the desktop stage altogether and are in a completely mobile first environment. For instance, in these developing nations, a person’s active daily concern is the cost of data used. In India, for example, Facebook found that the average person has to work 17 hours to stream 30 video clips. Knowing these nuanced demographics around the world effects how companies should present their offer to prospects for maximum response.
Listed below is five key ways that we have seen at MWC to be shaping the destiny of the adtech field
Data-driven decision-making is becoming so central to agencies and brands, with companies gaining serious competitive advantages by unlocking and utilising the data from their marketing efforts. By companies accessing accurate and insightful data, they can stream efficiencies by multiples mainly because they are no longer operating blind.
Demand-side platforms are huge businesses with the massive rise in mobile programmatic spending, and they were out in force at MWC
All the DSP’s are creating technology to get a slice of the action and to bring their clients’ brands to worldwide audiences through mobile.
Technology is the key that is enabling all of this analysis and traffic generation to happen on such a large scale. With mobile being such a fragmented market between apps and HTML5 traffic, leads to your company can come from many different sources. The analysis and optimisation process of the mobile traffic was a key talking point, as small technological improvements allow huge increases on ROI to happen
IOT & VR
The Internet of things and virtual reality teams were laying the ground work for future growth. With release of Vive, HTC’s virtual reality headset and Ford’s connected autonomous car, technology has opened up new avenues for marketers to deliver immersive and innovative ad unites to really capture the full attention of prospects. You can read more about the Internet of Things in this context here.