Today, that’s where they keep all the mobile ad tech – and it’s huge. An entire pavillion packed with vendors and bustling with brands and agency reps looking to get serious about mobile innovation.
“The first year I came here, it was very much about the infrastructure and about the products – Hall 8 didn’t even exist,” said Scott Curtis, mobile development director at Starcom MediaVest Group in the UK.
These days, Mobile World Congress is a place for agencies to bring their advertiser clients, who for their part are jonesing to get closer to the bleeding edge. As is the practice among several agencies, Starcom organized a series of curated tours of the showroom floor to introduce their brands to interesting new companies and fresh tech. (The agency declined to name which advertisers were in tow this year.)
But it’s not just about keeping tabs on the next big thing. It’s an agency’s job to find practical applications of new technologies that their clients can actually use.
“We don’t bring clients here for the sake of bringing them here,” Curtis said. “They’re here to have a purposeful experience that will ultimately drive value for them.”
AdExchanger caught up with Curtis at Mobile World Congress.
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