How Xavier Buyse Thinks the Industry Will Evolve
Advertising has long been comparable to some kind of black 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 CEO of ADS Media Xavier Buyse wants to change. Even though companies spend a a huge amount of money every year on advertising, those ads often end up failing to engage with the consumers who view them. On average, Americans are exposed to to roughly 3000 essentially random sales pitches every day. Two-thirds of consumers canvassed in a huge market research study said they felt “constantly bombarded” by advertising, and lots said the ads they are exposed to 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. Although no one has managed to launch the ubiquitous ‘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 question which should be posed is whether an explosion in advertising on mobile devices could perhaps inhibit the development of the industry as a whole as people become wary of ever more resourceful ways advertiser sell their products. At this stage the space is still in its infancy and mobile ads are not completely intrusive, usually just consisting of a small amount of text at the top of the screen.
It has taken hardly any time at all and Apple has shifted thirty million iPhones. There are 75000 apps in the iTunes store and the public have downloaded more than 1.8 billion of them, creating an excellent foundations for marketers and advertisers. Mobile is an industry which is relatively closed and unclear to the outside and a huge distance from the more open environment experienced in the ad industry. The irony is that it is the capability of directly communicating with the consumer that is attracting the brands to a space that does not communicate very well.
Marketing on the phones of today is in for a great looking time ahead; a fact which has not missed ADS Media’s CEO Xavier Buyse looking ahead to 2014, and the space for advertising on mobile devices is expected to develop by the tune of $2 bn per year. Mobile advertising has shown some really fantastic development throughout 2008, and 2009 so far in an overall declining advertising market.
Since we never leave home without our phone, the Apples iPhone promises to be the new digital wallet, giving us the ability to show off music photo and video at any time anywhere.
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