MWC: Why no handset will be left behind by Facebook
Mediacom's global head of mobile, Ben Phillips, continues his dispatches from Mobile World Congress in Barcelona by finding out about Facebook's plans to get the world online on day two.
Today I had the pleasure of curating the congress for a key MediaCom client. Essentially that means we walked the halls of the Fira, stopping to explore the most promising technologies and the partners who will make mobile advertising simpler and more effective.
It’s an exciting and invigorating process talking a client through what their mobile strategy will look like in 2014/15.
Speaking to companies such as rich media advertising creative platform Celtra, and mobile ad server Servo from Medialets fuels my passion for the industry.
I also spent a considerable amount of time with Facebook understanding more about the strategy for mobile in emerging markets. Its “No Handset Left Behind” philosophy combined with vision of internet.org encapsulates the company’s efforts to make the world a more connected place.
Deep diving into the capabilities of the Facebook platform at a closed session Q&A for agencies, brands and operators, I was very encouraged by the advanced targeting and retargeting options Facebook is offering.
Facebook’s persistent attention to detail, perfection and tracking ability is admirable and I can’t wait to start testing the new platform in anger. What’s been unveiled is arguably the most sensitive yet direct approach to mobile advertising I have seen for sometime.
Another highlight of the day was a visit to Pubmatic, where Heather Menery, director of global sales and Nicholas Titmus, ad solutions manager, walked my client though the complexities and benefits of a private marketplace for brands with media inventory. Although there are other solutions the simplicity and quality servicing offered by Pubmatic is compelling.
The energy levels are still high and why would they not be? A day in Barcelona talking about Facebook’s network can hardly fail to invigorate.