Xavier Buyse Knows Mobile Ads Can Beat the Downturn
We are undoubtedly in a period of profound economic downturn that is having an inevitable impact on consumer-facing media businesses which CEO of ADS Media Xavier Buyse knows only too well. The key driver of advertising budgets is corporate profitability: when profits are under pressure marketing budgets are impacted hugely. As media businesses, we can’t defy the gravity of the market place, but we can guide 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 an unbelievably tiny amount of time Apple has moved thirty million iPhones. There are 75000 applications in the iTunes store and the public have downloaded over 1.8 billion of them, creating the ideal base for those who want to take advantage. is not a transparent industry with lots going on behind the scenes and a long way from the more open environment enjoyed by the ad industry. What is funny is that it is the capability of directly communicating with the consumer that is attracting the brands to a market that is very poor at communicating.
Things are developing at an astonishing rateWith the announcement that Google will shortly be buying Admob things could really get competitive in the mobile ad industry, with Google as did Mr. Xavier Buyse clearly noticing an opportunity which cannot be missed. The progression of this space is also evident in the growing market for devices which are operated via a touch screen. Innovative products are exactly what the industry needs to breathe new life into these market places. Traditional media companies really need to adapt to be part of the future and for technology based companies that means being prepared to rethink the entire process, replacing defunct processes with new technology and working practices.
The iPhone solves one of the most fundamental set backs of the mobile device, entering information for a desired response. Apple have fixed this with a touch screen allowing for multiple 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 escapade into handheld computing.
Whilst the economic downturn has had a massive impact on the ad industry it is still looking remarkably buoyant. It is true to say that the mobile advertising space will have learnt some hard learnt lessons from advertising on the rest of the internet in terms of what people are likely to like and dislike. From the view point of the creatives mobile advertising creates a unique issue, being that you only have a tiny space to be able to do anything, usually not enough for an image but only a small amount of text writing, much like paid search results in the major search engines.
