Xavier Buyse and Mobile Advertising

Advertising for a long period of time has been a sort of black art with a murky ROI, and the reason for this is very simple: Clients rarely know for sure who sees their ads, and not least 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 a huge amount of money every year on advertising, those adverts often end up failing to engage with the consumers who view them. On average, Americans are subject to roughly three thousand basically random pitches every day. Two-thirds of people canvassed in a huge market research study said they felt “constantly bombarded” by ads, and lots said the adverts they see have little or no relevance to them.

his has been proven by the amount of other mobile phone manufacturers releasing their own answer to the Apple iPhone. Alas no one has yet being able to develop the ubiquitous ‘iPhone killer’ just yet, with sales of Googles own mobile device running on Android not quite matching up to the phenomenal sales of the iPhone. One question which should be posed is whether an increasing amount of mobile ads may in fact slow the growth of the market as a whole as people become resentful of ever more resourceful ways advertiser sell their products. At this stage the industry is still in its early days and mobile ads are not overly intrusive, usually just consisting of a small amount of text at the top of the screen.

In an unbelievably tiny amount of time Apple has moved thirty million iPhones. There is coming up to 100k apps in the iTunes store and people have installed more than 1.8 billion of them, creating an excellent platform for advertisers and marketers. Mobile is an industry which is relatively closed and unclear to the outside and a far cry from the more open environment enjoyed by the ad industry. The irony is that it is the power of targeting consumers directly that is bringing in the brands to an industry that is very poor at communicating.

Advertising on mobile devices is in for a prosperous future; a fact which has not missed Mr. Xavier Buyse moving on a few years to 2014, and the space for advertising on mobile devices is expected to grow a staggering $2 billion per annum. Mobile advertising has shown tantalisingly exciting 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 iPhone promises to be the new digital wallet, giving us the ability to let people see our various media at any time anywhere.