Mobile Advertising: The Mobile Advertising Ecosystem - Making it Work

A session at Mobile World Congress 2012

  • Eric Bader
  • Anna Bager
  • Andrew Graham

Wednesday 29th February, 2012

1:45pm to 3:15pm (WET)

As mobile increasingly becomes a recognised medium for brand advertising and marketing, albeit one that in most cases still only attracts tentative investment, the value chain is expanding. There are two underlying approaches emerging: one that sees mobile as a separate channel to be used either independently or to be fitted at the edges of a wider campaign; the other considers mobile to be just one part of the marketing mix but one that is nevertheless central to media planning from the start.

This session will take a practical look at how the value chain is evolving for mobile advertising. It will examine what type of players are currently in the mobile advertising value chain, consider the return on investment of the model as it currently stands, and discuss what the marketplace should look like to sustain a fruitful mobile advertising channel.

About the speakers

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Kristin Skogen Lund

EVP Head of Digital Services & Nordic, Telenor

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Jason Spero

Director of Mobile, Google

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Nick Wiggin

Head of Advertising Global, Huawei

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Eric Bader

President & CSO Worldwide, Initiative

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Anna Bager

VP & GM of Mobile Marketing Center of Excellence, IAB

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Andrew Graham

Head of Mobile, Adidas

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Mobile World Congress 2012

Spain Spain, Barcelona

27th February to 1st March 2012

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Time 1:45pm3:15pm WET

Date Wed 29th February 2012


Hall 5, Auditorium 3, Fira Montjuic

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