Xavier Buyse Knows Mobile Ads Can Weather the Storm
Advertising for a long period of time has been a sort of mysterious art with a murky 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. This is something that Xavier Buyse from ADS Media wants to change. Even though companies spend a third of a trillion dollars a year on advertising, those ads often end up being irrelevant to the people who see them. On average, Americans are exposed to to roughly 3000 basically random sales pitches per day. Two-thirds of consumers surveyed in a huge case study said they felt “constantly bombarded” by ads, and many said the adverts they see have little or no engagement value.
his has been proven by the amount of other mobile phone manufacturers developing their own answer to the Apple iPhone. Alas no one has managed to develop the all encompassing ‘iPhone killer’ up until now, with even Googles answer the G phone which runs on the open platform Android not being able to compete. One interesting question is whether an increasing amount of mobile ads may in fact inhibit the development of the market as a whole as people become tired of ever more ingenius ways advertiser push their wares. At this stage the market is still in its infancy and mobile ads are not overly intrusive, usually just consisting of a pop up at the top of the screen which is relatively small.
In an unbelievably tiny amount of time Apple has sold thirty million iPhones. There is coming up to 100k applications in the iTunes store and the public have installed more than 1.8 billion of them, creating an excellent base for marketers and advertisers. Mobile is an industry which is relatively closed and unclear to the outside and a long way from the transparency enjoyed by the ad industry. What’s amusing is that it is the ability of directly communicating with the consumer that is attracting the brands to an industry that does not communicate very well.
Marketing on the phones of today is in for a prosperous future; a fact which has not missed Mr. Xavier Buyse forecasting all the way to 2014, and the space for advertising on mobile devices is forecast to grow a staggering $2 billion per annum. Mobile marketing has shown impressive steady development through all of 2008, and 2009 so far in a market which is becoming generally not a great place to be.
Since we never leave home without our phone, the The ubiquitous iPhone promises to be the new digital wallet, giving us the ability to let people see our various media wherever we are whenever.
