Taptica International Ltd (AIM: TAP), a global end-to-end mobile advertising platform for advertising agencies and brands, will be attending this year’s Mobile World Congress (“MWC”), the world’s largest exhibition and conference for the mobile industry, in Barcelona from 26 February to 1 March, where Tremor Video DSP, a Taptica company, will host a session as part of the MWC Partner Programme on ‘The fusion of TV & Digital: 1 to 1 creative storytelling’.
The session, which will take place from 9.30am-12.30pm on Wednesday 28 February, will explore how brands are increasingly able to meaningfully reach their audience through personalised storytelling based on cross-device content. It will involve a creative showcase, networking session and an expert panel discussion hosted by Lauren Wiener, CEO of Tremor Video DSP, with speakers including:
- Lou Paskalis, SVP Enterprise Media Planning, Investment & Measurement Executive at Bank of America and Chair of the North American Board of the Mobile Marketing Association – the MMA is a leading global non-profit trade association comprised of more than 800 member companies, from nearly fifty countries around the world and from every faction of the mobile marketing ecosystem
- Anna Bager, Executive VP of Industry Initiatives at the Interactive Advertising Bureau – a trade group representing a membership of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimising digital advertising or marketing campaigns
- John Gee, Chief Business Development Officer at Alphonso – a TV data company and the market leader in providing brands and agencies with verified TV audiences on mobile devices and the web based on automatic content recognition technology
In particular, the session will address the rise of technologies such as automatic content recognition and unique device identifier, both of which detect the content that a user is viewing on their device, such as the applications that have been downloaded. By gathering this data, these technologies are able to send the user personalised content and targeted ads across multiple screens in a sequential manner thereby leveraging the numerous screens that compete for a viewer’s visual attention.