The GMGap Blog

With the majority of people taking advantage of 3G, or the 3rd generation of mobile connectivity there has been a significant growth in consumers using mobile technology to have a look at the world wide web and with that a large amount businesses have moved in to cement their position. One business man entrepreneur being Xavier Buyse from ADS Media whose mobile advertising company is developing at a fast rate as the market for mobile advertising continues to develop. With the development of 4g rapidly approaching this space looks set to grow even further at an astounding rate.

With the news that Google is set to buy mobile ad company Admob things could really get competitive in the mobile ad industry, with Google like Xavier Buyse CEO of ADS Media clearly having the foresight that this could develop into a massive market. The emergence of this market is also shown in the maturing space for mobile touch screen devices which Mr. Xavier Buyse will hope continues. Touch screen being synonymous primarily with the iPhone which has outsold every other phone in the space with its sleek design and intuitive interface. In such a rapidly growing market though there is nothing to say that this trend will continue as other big players see the opportunity to carve themselves a piece of the action.

This is evident in the amount of other companies which sell mobile phones releasing their own response to the iPhone. However no one has yet being able to develop the ubiquitous ‘iPhone killer’ just yet, with even Googles answer the G phone which runs on the open platform Android not being able to compete. One question which should be posed is whether an explosion in advertising on mobile devices could perhaps slow the development of the market as a whole as people become tired of ever more resourceful ways advertiser sell their wares. At this stage the industry is still in its infancy and mobile ads are not completely intrusive, usually just consisting of a pop up at the top of the screen which is relatively small.

It would be a truism to mention that the mobile advertising market will have learnt some hard learnt lessons from advertising on the rest of the internet in terms of what people are to engage with or not. From the view point of the creatives mobile advertising creates a unique issue, being that you only have a very small space to be able to do anything, usually not enough for an image but only a minimal amount of text writing, much like paid search results in the major search engines.

What is vital is that competing businesses to Admob consider their position very carefully and monitor Admobs every move as now they are being bought by Google will soon be under Googles wing, the primary search engine for people it is a given they are going to make the most their influence to try and out play their competitors in any way they can.