MWC 2016: Relevancy Reigns Supreme, But It’s Only Possible with Data
Francis MugombaMarch 3, 2016
This year I travelled to sunny Barcelona for Mobile World Congress.
For those of you who are unware of the event, Mobile World Congress, or MWC, is an annual gathering for the mobile industry. 100,000 attendees meet in Barcelona to discuss new trends, share innovation and show off new wares in the mobile marketplace.
I attended MWC a couple of years back, and even in such a short time, the changes have been staggering. Two years ago, with mobile programmatic still in its infancy, vendors were offering bulk installs and clicks at low rates. Now, booth slogans have changed from ones guaranteeing cheap performance to outlining how to use data to deliver relevant ads, quality user experiences and positive consumer life time value.
Never has this been more important in the industry. In order to combat against the threat of ad-blocking we, as an industry, need to be more responsible in what we show to consumers and move away from judging performance on our mobile branding campaigns on “hollow” engagement metrics. Campaigns should be judged on their relevance and how the user actually interacted with the ads.
Data will play a pivotal role in making this transition. Vendors are now offering solutions using the vast amount of data that can be collected from a smart phone. As 5G becomes the standard for mobile internet browsing, it will allow us to deliver richer and more personalized experiences to consumers.
Virtual Reality is expected to feature heavily in this advertising revolution. Today, simply with a smartphone and a headset, advertisers can offer an interactive 360 degree virtual reality experience. In Mark Zuckerberg’s keynote speech he commented that in the future, our social media interactions will shift from a smartphone held in your hand to a full virtual reality experience. Advertisers are already looking into how to capitalize on these future markets. In a few years, we may be trading virtual reality ads programmatically, just like we do with other media channels.
MWC 2016 has reinforced that we need to stop serving “dumb” ads on “smart” phones. At Xaxis, we are fortunate to have a wealth of data at our fingertips and this year it’s our responsibility to continue to lead the industry by delivering relevant, engaging, “smart” content to consumer’s phones.