What a week that was. Mobile World Congress (MWC) is always a big show that sets the tone for the year ahead, but 2014’s showing was especially eventful. For Millennial Media, we welcomed not only 100s of guests to our eye catching booth, but we also took part in two speaking engagements during the show, attended multiple client dinners, and hosted not one but two parties whilst in Barcelona!
On a wider level, it was also clear that where MWC has been traditionally focused on operators, this year’s event showed that the mobile world has moved on.
We’ve actually written a fairly extensive look at the top reasons for brands and marketers to attend next year’s event – if you weren’t already there of course – with Mobile Marketing, but to recap:
#1: Connected consumer brands dominate
The recently acquired WhatsApp made a massive impact on day one when it announced it was expanding its service to include voice calls. In addition to WhatsApp, Facebook’s Mark Zuckerberg was one of MWC’s keynotes.
#2: Your peers are there, don’t get left behind
This was the year that MWC turned a corner when it came to attracting non-mobile businesses looking to engage target audiences on mobile. Coupled with the likes of McCann Worldgroup flying many of its top clients out to Barcelona, more brands than ever before were in attendance.
#3: Mobile is driving the data economy
With increased connectivity comes increasing volumes of rich data, a huge talking point at MWC. For brands, the rich data being created by mobile is enabling them to leverage highly targetable audiences to achieve their marketing goals.
#4: Increasing connectivity is changing our world
Adding mobile tech into everyday objects so they can communicate with each other – like cars, homes and, courtesy of P&G at MWC, toothbrushes too – is pushing brands and advertisers to get ahead as increased connectivity with everyday objects creates new ways to engage consumers.
For brands and marketers looking to engage their audiences through digital channels, MWC has become a must attend. As we say in the Mobile Marketing article, after this year’s Mobile World Congress, the event needs to consider an image change to become “Connected World Congress” as it recognises converging telecoms, media and technology industries in a single digital ecosystem.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.