Mobile World Congress Showcases Ad Innovations that Matter

Mobile World Congress Showcases Ad Innovations that MatterWhile thousands roam the exhibit halls at Mobile World Congress (MWC) 2015, the news never stops.

The latest news: an interesting finding from the mobile ad experts at Millennial Media, whose latest Mobile Mix report shows that Samsung saw the greatest number of impressions on the platform in the past year, unseating Apple who had previously been the leader.

More sophisticated devices and bigger screens have driven an upsurge not only in video, but innovative ads that work in this new mobile environment — for Samsung and also for others.

This is particularly apparent today in Barcelona where MWC is yielding the stage to some of mobile advertising’s biggest ad tech innovators, like Los Angeles-based Airpush.

Reaching consumers on those bigger screens with more richness and vitality has made Airpush a standout at MWC. The company’s new Abstract Banners have caught the attention of attendees in Airpush’s exhibition area where Abstracts are being demoed for anyone of interest.

At a time when very little innovation comes the way of the banner, Abstracts are a refreshing update of the often-criticized ad format that removes much of what the standard banner has been criticized for – being a clunky and unattractive eye sore on the mobile screen that generates a pittance in developer earnings.

Although Airpush’s colorful marketing language describes Abstracts as “deeply engaging” ad formats that “seamlessly blend” full motion transparent overlays with app content, most attendees who have taken in a demo actually seem to agree with that flowering description. Consequently, the good-looking animated ads have been a hit with the Barcelona masses at MWC.

Ultimately, what’s what MWC 2015 is all about. The world has gone mobile. How to live in that world — and especially how to stand out from the pack — is what both exhibitors and attendees are here to explore.