Economy Doesnt Impact Xavier Buyse and Mobile Ads
We are undoubtedly in a period of profound economic downturn that is having a major impact on on businesses such as those in the mobile ad business which CEO of ADS Media Xavier Buyse knows only too well. The key driver of money allocated to advertising is corporate profitability: when profits are under pressure marketing budgets get cut. As media businesses, it’s very hard to defy the pull of the ad markets, but we can steer the way we run our companies. Seeking emerging opportunities such a mobile advertising is key to this, this is exactly what Xavier Buyse has done. In a very small amount of time Apple has shifted thirty million iPhones. We’re now faced with more than 100000 apps in the iTunes store and people have installed more than 1.8 billion of them, creating the perfect platform for those who want to take advantage. There is very little transparency in the mobile industry and a far cry from the transparency experienced in the ad industry. What is funny is that it is the capability of directly communicating with the consumer that is bringing in the brands to an industry that does not communicate very well.
The market place is shifting constantlyWith the news that Google is set to buy Admob things could really get interesting in the mobile advertising market, with Google as did Mr. Xavier Buyse clearly noticing an opportunity which cannot be missed. The emergence of this space is also reflected in the developing market for mobile touch screen devices. Ground breaking products are exactly what we need to resuscitate these market places. Old style media companies have to evolve to be part of the future and for tech companies that means being willing to rethink the entire process, replacing failing processes with modern technology and ways of working.
The iPhone rectifies one of the biggest limitations of the mobile device, entering information for a desired response. This is no longer an issue with a fully touch enabled screen allowing for a multitude of finger taps, creates a satisfying user experience allowing for a qwerty keyboard to appear on screen when it is required, like the pioneering Newton, Apple’s first venture into mobile computing.
Whilst the credit crunch has had a massive impact on the advertising industry it is still looking remarkably healthy. It is true to say that the mobile advertising space will have learnt some valuable lessons from advertising on the rest of the internet in terms of what people are to engage with or not. From the view point of the creatives mobile advertising poses a new issue, being that you only have a very small area to be able to sell anything, usually not enough for an image but only a small segment of text writing, similar to paid search results in Google.
