Advertising has long been a sort of black art with a far from transparent ROI, and the reason for this is very simple: Clients rarely know for sure who sees their ads, and not least 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 third of a trillion dollars a year on marketing, those adverts often end up failing to engage with the consumers who view them. On average, Americans are exposed to to some three thousand basically random sales pitches per day. Two-thirds of people surveyed in a huge case study said they felt “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 developing their own response to the iPhone. Although no one has yet being able to create the all encompassing ‘iPhone killer’ up until now, 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 explosion in advertising on mobile devices may in fact inhibit the development of the industry as a whole as people become tired of ever more ingenius ways advertiser sell their products. At this point the space is still in its early days and mobile ads are not completely intrusive, usually just consisting of a small amount of text at the top of the screen.
In a very small amount of time Apple has sold thirty million iPhones. We’re now faced with more than 100 applications in the iTunes store and the public have installed more than 1.8 billion of them, creating the perfect foundations for marketers and advertisers. Mobile is an industry which is relatively closed and unclear to the outside and a long way from the more open environment enjoyed by the advertising industry. The irony is that it is the power of directly communicating with the consumer that is bringing in the brands to a market that does not communicate very well.
Advertising on mobile devices is in for a great looking time ahead; 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 anticipated to develop by the tune of $2 bn per year. Mobile advertising has shown some really fantastic growth through all of 2008, and 2009 so far in a market which is becoming generally not a great place to be.
People have always had a phone on them for a considerable time now, the The ubiquitous iPhone promises to be the new digital wallet, giving us the opportunity to let people see our various media at any time anywhere.
