This is the key theme for the upcoming Mobile World Congress in Barcelona – and, with consumer consumption of mobile media rising faster than ever (mobile is expected to hit 29 per cent of consumers’ total time spent with media each day in 2016), it has never been a more relevant statement.
Of course, there is always a huge amount of excitement around the product and smartphone launches expected at the show, but MWC is about much more than new handsets. With mobile adspend expected to rise 45 per cent this year in the UK, and with many leading agencies now hosting their annual reviews at or around the show, it has become one of the most important annual events for the media industry.
