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The advertising industry has long been comparable to some kind of black art with a far from transparent ROI, and for a simple reason: 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 businesses spend a a huge amount of money every year on marketing, those ads often end up failing to engage with the consumers who view them. On average, Americans are exposed to to some 3000 essentially random pitches every day. Two-thirds of people surveyed in a huge case study said they felt “constantly bombarded” by ads, and many said the ads they see have little or no engagement value.

his is evident in the amount of other mobile phone manufacturers launching their own answer to the Apple iPhone. Alas no one has yet being able to develop the all encompassing ‘iPhone killer’ just yet, 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 increasing amount of mobile ads could perhaps slow the growth of the market as a whole as people become resentful of ever more ingenius ways advertiser sell their products. At this point the industry 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 an unbelievably tiny amount of time Apple has moved thirty million iPhones. There is coming up to 100k applications in the iTunes store and people have installed over 1.8 billion of them, creating an excellent foundations for advertisers and marketers. Mobile is an industry which is relatively closed and unclear to the outside and a far cry from the transparency enjoyed by the ad industry. The irony is that it is the capability of directly communicating with the consumer that is bringing in the brands to a market that fails to communicate.

Mobile marketing is in for a bright future; a fact which has not missed ADS Media’s CEO Xavier Buyse moving on a few years to 2014, and the mobile advertising industry is forecast to develop by the tune of $2 bn per year. Mobile marketing has shown some really fantastic development throughout 2008, and 2009 so far in an overall declining advertising market.

People have always had a phone on them for a considerable time now, the Apples iPhone promises to be the new digital wallet, giving us the capability to let people see our various media at any time anywhere.

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