Mobile Advertising and Xavier Buyse
the marketing industry has long been comparable to some kind of mysterious art with a far from transparent Return On Investment, and for a simple reason: Clients rarely know for sure who sees their ads, and not least whether the ads influence anyone. This is something that Xavier Buyse from ADS Media wants to change. Even though businesses spend a third of a trillion dollars a year on advertising, those ads more often than not end up being irrelevant to the people who see them. On average, Americans are subject to roughly 3000 essentially random sales pitches every day. Two-thirds of consumers canvassed in a huge case study said they feel “constantly bombarded” by ads, and a significant amount said the adverts they see have little or no relevance to them.
his has been proven by the amount of other companies which sell mobile phones releasing their own response to the iPhone. Alas no one has managed to launch the ubiquitous ‘iPhone killer’ 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 industry as a whole as people become wary of ever more ingenius ways advertiser push their products. At this point the market 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.
In an unbelievably tiny amount of time Apple has shifted thirty million iPhones. There is coming up to 100k apps in the iTunes store and the public have installed over 1.8 billion of them, creating an excellent foundations for those who want to take advantage. Mobile is an industry which is relatively closed and unclear to the outside and a far cry from the more open environment experienced in the ad industry. What’s amusing is that it is the capability of directly communicating with the consumer that is attracting the brands to an industry that is very poor at communicating.
Advertising on mobile devices is in for a great looking time ahead; a fact which has not missed Mr. Xavier Buyse moving on a few years to 2014, and the industry concerned with mobile ads is anticipated to develop by the tune of $2 bn per year. Mobile marketing has shown some really fantastic growth throughout 2008, and 2009 so far in an overall declining advertising market.
Since we never leave home without our phone, the The ubiquitous iPhone promises to be the new digital wallet, giving us the capability to show off music photo and video at any time anywhere.
