How Xavier Buyse Thinks the Industry Will Evolve
With the announcement that Google will shortly be buying Admob things could really get interesting in the mobile ad industry, with Google as did Xavier Buyse from ADS Media clearly seeing the opportunity increased connectivity presents. The emergence of this space is also evident in the expanding market for mobile touch screen devices which ADS Media’s CEO Xavier Buyse will hope continues. Touch screen is at the moment most people associate with the iPhone which has proved more popular than all others in the space with its sexy design and intuitive 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 action.
The marketing industry for a long period of time has been a sort of mysterious art with a far from transparent Return On Investment, 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 companies spend a a huge amount of money every year on marketing, those adverts often end up failing to engage with the consumers who view them. On average, Americans are subject to some 3000 essentially random pitches per day. Two-thirds of people canvassed in a huge market research study said they felt “constantly bombarded” by advertising, and a significant amount said the ads they are exposed to have little or no engagement value. It’s no surprise then that so many people dislike and ignore adverts, and so many companies feel hesitant about spending in big campaigns.
The Internet has reached a point where this is no longer the case. The capacity to measure the reach of an advert simply by counting the volume of people that click on it, and to link advertisements to search-engine results, in massive part drove Internet advertising to $9.6 billion in 2004, a 37% increase from 2002. Mobile marketing is in for a bright future; 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 anticipated to expand by up to 2 billion dollars a year. Mobile marketing has shown impressive steady development throughout 2008, and 2009 so far in a market which is becoming generally not a great place to be.
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