“I think that marketers and advertisers are much more mobile aware than in previous years. They know that mobile devices are much more than a second screen and they become a source of an important conversation that happens in parallel to the Big Game whether it is the Super Bowl, Winter Olympics and most certainly the World Cup this summer. The game lasts for two or three hours but the users stays engaged through their mobile for much longer. It’s up to brands to be part of that conversation with their consumer,” says Adsmovil’s Andres Arias. (Andrés Arias is the new VP Operations and Product at Adsmovil where he is replacing Jorge Rincon who recently accepted the position of Head of Entertainment and Solutions Performance at Millicom International Cellular).