The Internet Matures for Xavier Buyse
With the announcement that Google will shortly be buying Admob things could really get competitive in the mobile ad space, with Google like Xavier Buyse from ADS Media clearly noticing an opportunity which cannot be missed. The development of this space is also evident in the burgeoning 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 outperformed every other phone in the industry with its sleek design and intuitive interface. In such a quickly developing space though there is nothing to say that this trend will continue as other big players see the opportunity to carve themselves a piece of the action.
The marketing industry has long been comparable to some kind of mysterious art with a murky ROI, 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 if the ads have any influence on anyone or not. Even though companies spend a third of a trillion dollars a year on marketing, those ads more often than not end up failing to engage with the consumers who view them. On average, Americans are exposed to to some 3000 essentially random pitches per day. Two-thirds of consumers canvassed in a huge case study said they feel “constantly bombarded” by advertising, and a significant amount said the adverts they see have little or no engagement value. No wonder so many people hate and ignore adverts, and so many business owners feel gun-shy about investing in serious campaigns.
The Internet has come to the stage where things are now changing. The capacity to measure the reach of an advertisement simply by calculating the volume of people that click on it, and to link advertisements to search-engine results, in large part pushed Internet advertising to $9.6 billion in 2004, a 37% jump from 2003. Mobile marketing is in for a prosperous time ahead; a fact which has not missed ADS Media’s CEO Xavier Buyse forecasting all the way to 2014, and the space for advertising on mobile devices is anticipated to develop by the tune of $2 bn per year. Mobile marketing has shown tantalisingly exciting growth through all of 2008, and 2009 so far in an overall declining advertising market.
