Unrelating

We are undoubtedly in a period of profound economic downturn that is having a major impact on consumer-facing media businesses which Xavier J. Buyse Consejero Delegado at ADS Media knows only too well. The key driver of money allocated to advertising is return on investment: when budgets in general are under pressure marketing budgets are dramatically reduced. As media businesses, it’s very hard to defy the gravity of the market place, but we can steer the way we run our companies. Seeking emerging opportunities such a mobile advertising is a big part to this, this is exactly what ADS Media’s CEO Xavier Buyse has done. In a very small amount of time Apple has sold thirty million iPhones. We’re now faced with more than 100000 applications in the iTunes store and the public have downloaded more than 1.8 billion of them, creating the ideal base for marketers and advertisers. There is very little transparency in the mobile industry and a huge distance from the more open environment experienced in the advertising industry. The irony is that it is the ability of targeting consumers directly that is bringing in the brands to a space that does not communicate very well.

The market place is shifting constantlyWith the announcement that Google will shortly be buying mobile ad company Admob things could really hot up in the mobile ad space, with Google as did Xavier Buyse @ ADS Media clearly having the foresight that this could develop into a massive market. The progression of this market is also reflected in the developing industry for devices which are operated via a touch screen. Innovative products are exactly what we need to breathe new life into these market places. Traditional media companies have to adapt to be part of the future and for tech businesses that means being prepared to rethink the entire process, replacing failing processes with new technology and working practices.

Apples iPhone} solves one of the most fundamental hindrances of the mobile device, input and output. 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 original Newton, Apple’s first escapade into handheld computing.

Whilst the credit crunch has had a huge impact on the ad industry it is still looking remarkably buoyant. It is true to say that the mobile ad market will have learnt some hard learnt lessons from digital advertising on the internet in regards to what people are responsive to and what they aren’t. From a creative standpoint mobile advertising creates a unique issue, being that you only have a tiny area to be able to do anything, usually not enough for an image but only a miniscule amount of text writing, similar to paid search results in the major search engines.