The Internet Matures for Xavier Buyse
With the announcement that Google will shortly be buying mobile ad company Admob things could really hot up in the mobile advertising space, with Google like Xavier Buyse from ADS Media clearly seeing the opportunity increased connectivity presents. The progression of this market is also reflected in the growing 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 proved more popular than every other phone in the market with its smooth design and intuitive interface. In such a rapidly expanding market though there is nothing to say that this trend will carry on as other businesses see the opportunity to carve themselves a piece of the pie.
Advertising for a long period of time has been comparable to some kind of black art with a murky 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 third of a trillion dollars a year on marketing, those adverts often end up being irrelevant to the people who see them. On average, Americans are exposed to to some 3000 basically random pitches every day. Two-thirds of consumers canvassed in a huge market research study said they feel “constantly bombarded” by ads, and a significant amount said the ads they see have little or no engagement value. No wonder so many consumers hate and ignore adverts, and so many business owners feel hesitant about spending in serious campaigns.
The World Wide Web has begun to change all that. The capacity to gauge the influence of an advert simply by counting the volume of people that click on it, and to link advertisements to search-engine results, in huge part drove Internet advertising to $9.6 billion in 2004, a 44% increase from 2004. Mobile marketing is in for a bright time ahead; a fact which has not missed ADS Media’s CEO Xavier Buyse looking ahead to 2014, and the industry concerned with mobile ads is anticipated to develop by the tune of $2 bn per year. Mobile advertising has shown impressive steady growth through all of 2008, and 2009 so far in an overall declining advertising market.
