Mobile World Congress takes place this month in Barcelona, an annual congress dedicated to mobile communications. During the event thousands of engineers, scientists and investors from around the globe will flock to the Fira de Barcelona (Barcelona’s exhibition halls) to immerse themselves in new technology and mobile marketing.

Why is it such an important date for all advertising professionals and fans? Because app developers, mobile manufacturers and content distributors will all be vying for space for their ideas and services within this massive melting pot of innovation. If only 3 years ago we believed mobile to be the marketing platform of the future, and it’s already become the marketing platform of the present, it’s easy to see fast things move in the world of new technology.

Businesses are investing more and more in mobile advertising and less in traditional formats. Who doesn’t have a smartphone these days? It’s an internet connection in your pocket that never switches off. Traditional channels have always been a competitive market but now TV audiences flip channel during the ads and we’ve developed “banner blindness” while surfing the internet. We’re so used to their presence we’ve learnt how to ignore them. What’s the most useful advertising format then? Video marketing without a doubt. All campaigns should be incorporating video, whether it’s corporate video for business, motion graphics or virals. Your video going viral is of course the golden egg that every video marketer aims for, trying to cash in on users’ sensitivity and desire that translates into thousands or millions of views across social media sharing.

Visit the Mobile World Congress from the 24th to the 27th of February and find out for yourself. More than 1,000 businesses are signed up, there are numerous workshops & talks, and it’s rumouredthat Mark Zuckerberg will give the closing speech.