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The Mobile Marketer recap to Mobile World Congress 2018

While Mobile World Congress is not an Adtech centric show, we have seen, in latest editions, that more and more Adtech and Martech players are coming to Barcelona as the scope of MWC is getting broader.

Headway exhibited for the 5th year at the event and was located in the Hall 8.1, called App Planet, a dedicated area for mobile app ecosystem.


This year App Planet exhibition hosted more than 200 app-specific exhibitors showcase their products before 12,500 members from the developer community.


Everything in App Planet was around Mobile Growth. How to acquire, retain and reconnect users is on every marketer’s mind, and let’s say it: is a very good moment to be a mobile marketer. Companies are building great tech to support this need and every year the solutions are getting more complex.


It’s a clear trend that companies that invest in technology are the ones that are seeing more adoption from partners. The capability of adapting to each new industry turn is key to make the difference for advertisers. Since we started building Mobrain, we introduced more analytics, more quality control and more connections that helped us giving great results to our client partners. This year the show proved that the efforts paid off.


Programmatic remains one of the preferred ways for clients to buy traffic. A strong understanding of programmatic is allowing to progressive marketers to navigate the increasingly complex mobile advertising landscape.

Most of the conversations were turning around the topic on how header bidding technology can improve mobile monetization.

Ad Fraud prevention has been a main priority at Headway. This year many Mobile Measurement Platforms focused its messaging around this subject. MWC was a great opportunity to announce that Headway joined Adjust’s Elite Mobile Ad Fraud Coalition.


Talking about MMPs, this year these companies took the centre of attention. Big booths, bigger parties. Growth is all about measuring and is always good to see our measuring partners evolving and bringing better solutions.


Apart from hall 8.1, what happened at Mobile World Congress 2018?

Nokia reached back into the archives to revive another classic, Google’s hardware partners presented their first Android Go devices, and the pervasive buzzwords of 5G and AI were everywhere.

The future is bright for App Marketing. Blockchain now is part of the conversation, big data processing and analytics is now a commodity and mobile phones are getting smarter and more powerful.

After an exciting week, we left MWC inspired and motivated to keep learning, building stuff, and helping app marketers to grow their businesses!

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