674IPhones the Mobile Ad Industry and Xavier Buyse
posted on December 9th, 2009
Throughout the world consumers are becoming increasingly blind to advertising. It’s becoming ever more important to be able to target people much more precisely - something which mobile adverts can do very effectively; and something Xavier Buyse CEO of ADS Media has built his business around. On average, Americans are exposed to to roughly 3000 essentially random sales pitches per day. Two-thirds of consumers surveyed in a huge market research study said they feel “constantly bombarded” by advertising, and many said the ads they are exposed to have little or no relevance to them. No wonder so many consumers dislike and ignore advertising, and so many companies feel gun-shy about spending in serious campaigns, which are unlikely to resonate with their target audience.
In modern times the ability to target precise groups of people has changed. The World Wide Web has reached a point where this is no longer the case. The capacity to measure the influence of an advert simply by counting the volume of people that click on it, and to link advertisements to search-engine results, in huge part pushed Internet advertising to $9.6 billion in 2004, a 37% jump from 2004.The advertising industry for a long period of time has been comparable to some kind of mysterious art with a murky Return On Investment, and for a simple reason: Clients rarely know for sure who sees their ads, and not least whether the ads influence anyone. Even though companies spend a a huge amount of money every year on advertising, those adverts often end up being irrelevant to the people who see them.
Though the advertising revolution got started online, many of the new techniques are already making their way onto streets and walls and even into clothing pockets around the world with the advent of mobile advertising. It’s the marketers dream that in the near future companies will be able to easily and inexpensively run ad campaigns that hit exactly the right correct people.
With the news that Google is set to buy Admob things could really hot up for Xavier Buyse and the mobile advertising space. The emergence of this industry is also shown in the expanding industry for mobile touch screen devices. Touch screen being synonymous primarily with the iPhone which has proved more popular than all others in the space with its sleek design and easy to use interface. In such a rapidly developing industry though there is nothing to say that this trend will continue as other big players see the opportunity to claim themselves a piece of the pie.
