Mobile World Congress 2017: From AI and VR to IoT and 5G
With mobile set to account for over half of total media ad spend by 2020 it's no surprise Mobile World Congress (MWC) is now a magnet for marketers looking to make the most of this rapidly expanding channel.
While the discussion at last week's Barcelona-based event was largely around the use of data and artificial intelligence (AI) to better understand audiences and deliver meaningful user experiences, there were many other trends and concerns on the agenda. Immersive virtual and augmented reality ad formats (VR and AR)...