NEW YORK--(BUSINESS WIRE)--The Interactive Advertising Bureau (IAB) has partnered with dmexco – the preeminent global digital marketing exposition and conference held in Cologne each autumn – for an exclusive day of programming at the 2016 Mobile World Congress focused on the theme “Turning Mobile into Mobility: Innovation Without Borders.” Held on Tuesday, February 23, 2016, the invitation-only event will explore practical, actionable ideas on how senior marketing, media, telecommunications, and technology executives can work together to adopt measurable strategies that engage mobile audiences on screens and in environments far beyond the smartphone and tablet – connected cars, the “Internet of Things,” smartwatches, and more. Facebook, Google, and Nasdaq are sponsoring the day’s sessions.
“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,” said Randall Rothenberg, President and CEO, IAB. “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.”
“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,” said Christian Muche, Co-Founder and Member of the Board of Director, dmexco. “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.”
“IAB has long been at the forefront of mobile marketing and advertising around the world,” said Anna Bager, Senior Vice President and General Manager, Mobile and Video, IAB. “This event gives us the chance to connect with cellular carriers, mobile device manufacturers, app creators, and more, as we advance the industry’s exploration into the next frontier of mobile marketing and media innovation.”
The “Turning Mobile into Mobility: Innovation Without Borders” Mobile World Congress event will be held at Fira Gran Via in Barcelona from 9am to 5:15pm on February 23. For more information or to request an invitation, please go to www.iab.com/events/mobile-world-congress-2016.
dmexco is the leading international exposition and conference for the digital economy (September 14 & 15, 2016 in Cologne/Germany). As a unique combination of a trade fair and a conference, dmexco stands for innovative and forward-looking developments and trends at the center of a new digital economy: the digiconomy. With its focus on marketing, media, advertising, technology, and the Internet of Things, dmexco is the global business and innovation platform for effective knowledge transfer and direct business transactions. In varied formats, it offers the largest selection of current economic trends, growth strategies, product innovations, and creative diversity. As a result, dmexco is the central showcase in the digital age for all forward-looking brand innovators and opinion leaders, advertising executives, marketing specialists, and startups, as well as all agency segments and media companies. The Bundesverband Digitale Wirtschaft (German Association for the Digital Economy — BVDW) is the owner of the dmexco trademark. With special assistance from OVK — Circle of Online Marketers, the BVDW is also the conceptual and professional partner of the dmexco. Koelnmesse is the organizer of the dmexco.
About the IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.