Martín Rivera began the talk by taking the audience through the evolution of mobile marketing up to the present day. "The mobile phone is currently the fastest-growing medium for investment in advertising. It’s now at 47%", he said.

Martín Rivera also discussed the advantages of mobile advertising, in particular its “targeting capabilities”. He talked about its purchasing patterns, the development it is experiencing and its applications. “Advertising in applications is faster than on the Internet. Applications offer a better user experience”, he said.

Martín Rivera is the Head of Mobile at Omnicom Media Group, the world’s leading company in advertising, marketing and corporate communications.