The Fira de Barcelona congress center hosts the Mobile World Congress, the world’s most important mobile event, every year. Attracting over 100,000 participants in 2016, the Mobile World Congress represents a major challenge for the organizers, particularly when it comes to managing all the advertising required by the over 2,200 exhibitors. GSMA, the entity that organizes this tech event, provides advertising services to brands attending the fair that include advertising on the website, digital signage on screens and adverts on the event’s mobile app.
Previously, customers had to implement each campaign on every platform, tripling the admin involved. So one of the challenges was to unify the process. GSMA also wanted to offer exhibitors the means to unify reporting on all of the actions they carried out and the ability to carry out A/B testing in an agile manner for every format.
To date, the organization had offered clients a guaranteed number of impressions, but it was unable to specify exactly how many people were contacted in total, their characteristics, the time when they were reached or other key metrics.