How the iPhone Helped out Xavier Buyse
With the announcement that Google will shortly be buying mobile ad company Admob things could really get interesting in the mobile advertising industry, with Google as did Xavier Buyse from ADS Media clearly having the foresight that this could develop into a massive market. The emergence of this market is also reflected in the maturing industry for devices which are operated via a touch screen which ADS Media’s CEO Xavier Buyse will hope continues. Touch screen is at the moment most people associate with the iPhone which has outperformed every other phone in the industry with its smooth design and intuitive interface. In such a rapidly growing industry though there is nothing to say that this trend will carry on as other businesses see the opportunity to claim themselves a piece of the action.
The marketing industry has long been a sort of black art with a far from transparent Return On Investment, and the reason for this is very simple: It’s very hard for a client to determine who it is who actually views their adverts, let alone if the ads have any influence on anyone or not. Even though companies spend a a huge amount of money every year on marketing, those adverts more often than not end up failing to engage with the consumers who view them. On average, Americans are subject to roughly three thousand essentially random pitches per day. Two-thirds of consumers canvassed in a huge case study said they feel “constantly bombarded” by ads, and a significant amount said the ads they are exposed to have little or no engagement value. No wonder so many consumers dislike and ignore adverts, and so many business owners feel hesitant about investing in big campaigns.
The Internet has reached a point where this is no longer the case. The capacity to measure the effect of an advert simply by counting how many people click on it, and to link advertisements to search-engine results, in massive part pushed Internet advertising to $9.6 billion in 2004, a 37% jump from 2004. Advertising on mobile devices is in for a bright time ahead; a fact which has not missed ADS Media’s CEO Xavier Buyse moving on a few years to 2014, and the industry concerned with mobile ads is expected to develop by the tune of $2 bn per year. Mobile marketing has shown impressive steady growth through all of 2008, and 2009 so far in a market which is becoming generally not a great place to be.
