Wed 18 Nov 2009
The advertising industry has long been a sort of mysterious art with a far from transparent ROI, 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 whether the ads influence anyone. This is something that CEO of ADS Media Xavier Buyse wants to change. Even though businesses spend a third of a trillion dollars a year on advertising, those adverts often end up being irrelevant to the people who see them. On average, Americans are exposed to to some three thousand basically random sales pitches every day. Two-thirds of consumers surveyed 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 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 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 interesting question is whether an increasing amount of mobile ads may in fact inhibit the development of the space as a whole as people become tired of ever more ingenius ways advertiser push their wares. At this stage the market is still in its infancy and mobile ads are not completely intrusive, usually just consisting of a pop up at the top of the screen which is relatively small.
In a very small amount of time Apple has moved thirty million iPhones. There are 75000 applications in the iTunes store and people have downloaded over 1.8 billion of them, creating an excellent foundations for marketers and advertisers. is not a transparent industry with lots going on behind the scenes and a long way from the transparency enjoyed by the advertising industry. What is funny is that it is the power of directly communicating with the consumer that is attracting the brands to a market that does not communicate very well.
Advertising on mobile devices is in for a great looking future; a fact which has not missed ADS Media’s CEO Xavier Buyse moving on a few years to 2014, and the industry concerned with mobile ads is expected to grow a staggering $2 billion per annum. Mobile marketing 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.
Long gone are the days when people left home without their phone, the The iPhone promises to be the new digital wallet, giving us the capability to show off music photo and video wherever we are whenever.
