Mobile Advertising and Xavier Buyse
With the announcement that Google will shortly be buying Admob things could really hot up in the mobile ad space, with Google as did Xavier Buyse from ADS Media clearly noticing an opportunity which cannot be missed. The emergence of this space is also shown in the growing industry for mobile touch screen devices which ADS Media’s CEO Xavier Buyse will hope continues. Touch screen being synonymous primarily with the iPhone which has outperformed every other phone in the market with its flawless design and intuitive interface. In such a quickly expanding industry though there is nothing to say that this trend will carry on as other companies see the opportunity to carve themselves a piece of the action.
The advertising industry for a long period of time has been comparable to some kind of mysterious art with a far from transparent ROI, and for a simple reason: It’s very hard for a client to determine who it is who actually views their adverts, and not least whether the ads influence anyone. Even though businesses spend a third of a trillion dollars a year on marketing, those ads often end up failing to engage with the consumers who view them. On average, Americans are exposed to to roughly 3000 essentially random sales pitches per day. Two-thirds of people canvassed in a huge market research study said they feel “constantly bombarded” by ads, and many said the ads they are exposed to have little or no engagement value. It’s no surprise then that so many consumers hate and ignore advertising, and so many business owners feel gun-shy about investing in big campaigns.
The World Wide Web has reached a point where this is no longer the case. The capacity to gauge the effect of an advertisement simply by counting the volume of people that click on it, and to link advertisements to search-engine results, in large part pushed Internet advertising to $9.6 billion in 2004, a 37% improvement from 2003. Marketing on the phones of today is in for a prosperous time ahead; a fact which has not missed ADS Media’s CEO Xavier Buyse forecasting all the way to 2014, and the mobile marketing market is expected to grow a staggering $2 billion per annum. Mobile advertising has shown some really fantastic growth through all of 2008, and 2009 so far in a market which is becoming generally not a great place to be.
