Xavier Buyse Looks to Make Advertising More Relevant
Across the planet consumers are becoming increasingly resistant to advertising. It’s becoming ever more important to be able to target consumers much more accurately – something which mobile ads can do very well; and something Xavier Buyse CEO of ADS Media has built his business around. On average, Americans are exposed to to some 3000 essentially random pitches every day. Two-thirds of people surveyed in a huge market research study said they feel “constantly bombarded” by advertising, and many said the ads they see have little or no relevance to them. It’s no surprise then that so many people dislike and ignore advertising, and so many companies feel gun-shy about investing in big campaigns, which are unlikely to resonate with their intended audience.
In modern times the ability to target precise groups of people has evolved. The World Wide Web has begun to change all that. The capacity to measure the impact of an ad simply by measuring the volume of people that click on it, and to link advertisements to search-engine results, in massive part pushed Internet advertising to $9.6 billion in 2004, a 44% increase from 2003.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. Even though companies spend a a huge amount of money every year on advertising, those ads more often than not end up failing to engage with the consumers who view them.
Though the advertising revolution got started online, many of the new techniques are already making their way onto streets and walls and even into peoples pockets around the world with the advent of mobile advertising. It’s the marketers dream that in the near future businesses will be able to easily and cheaply embark on ad campaigns that target the right correct people.
With the news that Google is set to buy Admob things could really hot up for Xavier Buyse and the mobile advertising space. The progression of this market is also evident in the maturing industry for devices which are operated via a touch screen. Touch screen being synonymous primarily with the iPhone which has proved more popular than all others in the market with its flawless design and easy to use interface. In such a rapidly expanding space though there is nothing to say that this trend will continue as other big players see the opportunity to claim themselves a piece of the pie.
