Xavier Buyse Pushes Mobile Ads
Throughout the world consumers are becoming increasingly resistant to advertising. It’s becoming increasingly necessary to be able to target consumers much more accurately – something which mobile adverts can do very well; and something Xavier Buyse CEO of ADS Media has built his business around. On average, Americans are exposed to to some 3000 essentially random sales pitches every day. Two-thirds of people 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. It’s no surprise then that so many consumers hate and ignore adverts, and so many business owners feel gun-shy about spending in serious campaigns, which are unlikely to resonate with their target audience.
In recent times the ability to target precise groups of people has changed. The Internet has reached a point where this is no longer the case. The ability to gauge the effect of an advertisement simply by counting how many people click on it, and to link advertisements to search-engine results, in massive part drove Internet advertising to $9.6 billion in 2004, a 44% jump from 2004.The advertising industry for a long period of time has 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 whether the ads influence anyone. Even though businesses spend a third of a trillion dollars a year on marketing, those adverts often end up failing to engage with the consumers who view them.
Though the advertising revolution got started online, some of the new techniques are already finding their way onto billboards and even into peoples pockets around the globe with the advent of mobile advertising. Every advertiser hopes that it won’t be long before companies will be able to easily and cheaply run ad campaigns that target the right correct people.
With the announcement that Google will shortly be buying mobile ad company Admob things could really hot up for Xavier Buyse and the mobile ad space. The development of this space is also reflected in the maturing industry for devices which are operated via a touch screen. Touch screen being synonymous primarily with the iPhone which has outperformed every other phone in the industry with its sleek design and easy to use 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.
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