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No one disagrees with the fact that the economy is not looking healthy and that is having a significant effect on consumer-facing media businesses which Xavier J. Buyse Consejero Delegado at ADS Media knows only too well. The main determining factor of advertising budgets is corporate profitability: when profits are under pressure marketing budgets are impacted hugely. As media businesses, it’s very hard to defy the pull of the ad markets, but we can influence 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. It has taken hardly any time at all and Apple has moved thirty million iPhones. There is coming up to 100k apps in the iTunes store and people have downloaded over 1.8 billion of them, creating an excellent base for advertisers and marketers. Mobile is an industry which is relatively closed and unclear to the outside and a huge distance from the more open environment experienced in the advertising industry. The irony is that it is the power of directly communicating with the consumer that is bringing in the brands to a space that fails to communicate.

The market place is shifting constantlyWith the announcement that Google will shortly be buying mobile ad company Admob things could really get interesting in the mobile ad market, with Google as did Xavier Buyse @ ADS Media clearly noticing an opportunity which cannot be missed. The emergence of this space is also reflected in the growing space for mobile touch screen devices. Innovative products are exactly what the industry needs to resuscitate these industries. Traditional media companies really need to change to be part of the market of tomorrow and for technology based companies that means being able to rethink the entire process, replacing failing processes with new technology and working practices.

Apples iPhone} solves one of the biggest hindrances of the mobile phone, entering information for a desired response. Apple have fixed this with a touch screen allowing for more than one finger taps, creates a dynamic user experience allowing for a qwerty keyboard to appear on screen when it is necessary, like the pioneering Newton, Apple’s first venture into mobile computing.

Whilst the economic downturn has had a big impact on the advertising industry it is still looking remarkably healthy. It is true to say that the mobile advertising space will have learnt some hard learnt lessons from digital advertising on the internet in terms of what people are to engage with or not. 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 minimal amount of text writing, similar to paid search results in the major search engines.