Why it pays to play with mobile video

GSMA’s Mobile World Congress is in full swing with the global industry leaders from the mobile tech sector gathered in Barcelona. I’m excited to be here once again this year with our client, GSMA managing some of their extensive live event content for them. 

The conference asks, “What part does mobile play in all our lives now?” and their answer is “Elemental” reflecting that mobile is ubiquitous and an essential part of our lives. We no longer think of (mobile) marketing, but rather mobile is an integral part of any marketing strategy. In this blog, I want to take a step back and examine why mobile is so elemental for marketers.

Successful brands think mobile first following consumer behaviour; globally and in many countries now including the US (Google Insights), there are more searches taking place on mobile devices than on computers, and in the UK it’s at 55.6% on desktop. (Guardian, Oct 16) Google’s Hummingbird update which prioritised mobile-optimised …