IAB and dmexco explore mobile marketing practices of the future


The Interactive Advertising Bureau (IAB) has partnered with digital conference dmexco to present an exclusive programme at the 2016 Mobile World Congress. Themed “Turning Mobile into Mobility: Innovation Without Borders”, the event discusses innovative ideas how marketing, media and technology professionals can engage mobile audiences on screens beyond smartphones and tablets, such as wearables, connected cars and IoT.

Mobile World Congress 2015


Source: mobileworldcongress.com

The session is sponsored by Facebook, Google and Nasdaq.

Randall Rothenberg, President and CEO, IAB, explains:

randall rothenberg

“Mobile is exploding all over the world, with consumers branching out beyond phones to embrace constant connection in their homes, their cars, and everywhere else they go. That means brands and advertisers can no longer rely on a mobile strategy that focuses purely on smartphones. Today’s consumers require an all-encompassing approach that takes every way they view content into account, reaching them where they are and in the way they would like to be reached. This event at Mobile World Congress will show today’s leaders how to do exactly that.”

Christian Muche, Co-Founder and Member of the Board of Director, dmexco, adds:

christian muche

“Mobile advertising and marketing often gets the short end of the stick at major industry conferences, despite the fact that many consumers’ primary point of connection is now mobile in nature. The programming we are creating with IAB, as well as Facebook, Google, and Nasdaq, seeks to remedy this problem by addressing important mobile advertising issues and further opportunities head on. This will be the start of a constructive dialogue on integrated marketing that will benefit the entire industry.”

The IAB & dmexco event will be held at the Mobile World Congress at Fira Gran Via in Barcelona from 9am to 5:15pm on February 23. For more information or to request an invitation, please go towww.iab.com/events/mobile-world-congress-2016.