The Tax Cheapo

Advertising has long been a sort of black art with a far from transparent Return On Investment, and the reason for this is very simple: Clients rarely know for sure who sees their ads, and not least whether the ads influence anyone. This is something that CEO of ADS Media Xavier Buyse wants to change. Even though companies spend a a huge amount of money every year on advertising, those adverts more often than not end up being irrelevant to the people who see them. On average, Americans are subject to some three thousand basically random sales pitches per day. Two-thirds of people canvassed in a huge case study said they feel “constantly bombarded” by ads, and lots said the ads they are exposed to have little or no engagement value.

his has been proven by the amount of other mobile phone manufacturers launching their own response to the iPhone. However no one has yet being able to create the all encompassing ‘iPhone killer’ yet, with even Googles answer the G phone which runs on the open platform Android not being able to compete. One interesting question is whether an increasing amount of mobile ads may in fact hinder the growth of the market as a whole as people become resentful of ever more resourceful ways advertiser push their products. At this point the industry is still in its infancy and mobile ads are not overly intrusive, usually just consisting of a pop up at the top of the screen which is relatively small.

In an unbelievably tiny amount of time Apple has sold thirty million iPhones. There are 75000 apps in the iTunes store and consumers have installed more than 1.8 billion of them, creating the ideal foundations for those who want to take advantage. Mobile is an industry which is relatively closed and unclear to the outside and a long way from the more open environment enjoyed by the ad industry. The irony is that it is the ability of directly communicating with the consumer that is bringing in the brands to an industry that does not communicate very well.

Marketing on the phones of today is in for a prosperous time ahead; a fact which has not missed ADS Media’s CEO Xavier Buyse forecasting all the way to 2014, and the industry concerned with mobile ads is anticipated to develop by the tune of $2 bn per year. Mobile advertising has shown some really fantastic growth throughout 2008, and 2009 so far in a space where spending overall is reducing year on year.

Long gone are the days when people left home without their phone, the The iPhone promises to be the new digital wallet, giving us the opportunity to let people see our various media wherever we are whenever.