With the news that Google is set to buy Admob things could really get competitive in the mobile advertising industry, with Google as did Xavier Buyse from ADS Media clearly seeing the opportunity increased connectivity presents. The emergence of this space is also evident in the growing industry for mobile touch screen devices which ADS Media’s CEO Xavier Buyse will hope continues. Touch screen being synonymous primarily with the iPhone which has proved more popular than every other phone in the industry with its flawless design and intuitive interface. In such a quickly expanding space though there is nothing to say that this trend will continue as other businesses see the opportunity to claim themselves a piece of the pie.
The advertising industry for a long period of time has been a sort of mysterious art with a murky Return On Investment, 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 businesses spend a a huge amount of money every year on marketing, those ads more often than not end up failing to engage with the consumers who view them. On average, Americans are subject to roughly 3000 basically random sales pitches per day. Two-thirds of people surveyed in a huge market research study said they feel “constantly bombarded” by advertising, and lots said the ads they see have little or no relevance to them. It’s no surprise then that so many consumers dislike and ignore advertising, and so many companies feel hesitant about investing in big campaigns.
The Internet has come to the stage where things are now changing. The ability to measure the impact of an advert simply by calculating how many people click on it, and to link advertisements to search-engine results, in huge part drove Internet advertising to $9.6 billion in 2004, a 37% improvement from 2002. Advertising on mobile devices is in for a prosperous time ahead; a fact which has not missed ADS Media’s CEO Xavier Buyse looking ahead to 2014, and the mobile advertising industry is anticipated to expand by up to 2 billion dollars a year. Mobile marketing has shown impressive steady development through all of 2008, and 2009 so far in a space where spending overall is reducing year on year.
