Advertising Just Got More Targeted Thanks to Xavier Buyse
November 17th, 2009It’s becoming increasingly possible to target “smart ads” specifically to consumers who want them. Something Xavier Buyse has successfully taken advantage of. And what is fantastic is, it’s possible to pull this feat off for a fraction of the price of the open market.
It’s fair to say that the world is permeated by advertising at every level. For decades advertisers have been spending more and more to try to get their message out — only to find their pitches drowned out in a sea of noise created by numerous other marketers trying to do the same thing. This is where ADS Media’s CEO Xavier Buyse has done so well with mobile advertising. In effect, businesses have been paying a lot of money for no one to listen to them. Now, inspired by the Internet’s ability to do a better job of targeting prospects and measuring results, advertisers are dreaming up ingenious ways to break through the clutter and connect with potential customers at a fraction of the cost.
Although some of the biggest developments in advertising have happened online, a lot of of the new techniques are already finding their way onto streets and walls and even into clothing pockets around the globe with the advent of mobile advertising, like Mr. Xavier Buyse has developed. It’s the marketers dream that in the near future companies will be able to routinely and inexpensively run ad campaigns that target the right prospects — and isn’t wasted on people who aren’t interested, with entertaining, informative messages that can follow people via new high-tech media into their cars, offices, living rooms, and bedrooms. For companies that master the new techniques, the payoff is potentially epic: a big jump in customer mindshare, while holding the line on marketing costs. And whereas the big improvements in advertising technology once favoured traditional companies like Procter & Gamble, which could afford to mass-market its advertising campaigns, the new techniques are much more affordable for all. Over time it is anticipated, we can reduce the cost of advertising in half while keeping up customer engagement.
Ad agencies of the modern epoch are typically fixed in a network of cafes and art galleries in a major city more up and coming area, the offices are likely to have the underground, slightly subversive appearance you’d expect of a uber cool marketing agency. Except that where the halls of other agencies make an impression on visitors with blowups of their award winning creative, the more boutique mobile advertising agencies have proudly plopped an impressive looking bank of servers front and centre in pride of place for everyone to see. It’s representative of the agency’s changing reason d’tre and to a sea change in the advertising industry.