The Bot Bin

Monday, November 16th, 2009

Xavier Buyse Exploits Tech for Targeted Advertising

In the modern day an age it’s become much easier to target “smart ads” specifically to consumers who will be most receptive to them. Something Xavier Buyse has successfully taken advantage of. And what is fantastic is, you can do this for a tiny percentage of the price of the open market.

It would be an astute observation to acknowledge that the world is awash in advertising clutter. For tens of years advertisers have been looking for ever more ingenious ways to try and let people know their products exist — only to find their voices subsumed in a sea of noise generated by numerous other advertisers trying to do an identical thing. This is where ADS Media’s CEO Xavier Buyse has done so well with mobile advertising. What this means is, companies have been paying big bucks to be ignored. Now, inspired by the Internet’s ability to do a more efficient job of targeting prospects and measuring results, marketers are coming up with ingenious ways to break through the clutter and connect with potential customers at a fraction of the cost.

Though the advertising revolution got started online, some of the pioneering techniques are already finding their way onto billboards and even into clothing pockets around the globe with the advent of mobile advertising, like Mr. Xavier Buyse has developed. Perhaps just five years from now companies will be able to routinely and cheaply run advertising campaigns that target the right prospects — and hardly anyone else, with engaging, captivating messages that can follow people via new high-tech media into their cars, offices, living rooms, and bedrooms. For companies that get the hang of the new techniques, the payoff is potentially epic: a big leap forward in customer mindshare, while holding the line on marketing costs. And whereas the large developments 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 maintaining customer engagement.

Ad agencies of the modern epoch are typically located in an archipelago of art galleries and airy cafes in a major city more up and coming area, the offices are likely to have the hip, slightly subversive look you’d expect of a uber cool marketing agency. Except that where the halls of other advertising agencies impress visitors with giant cut outs of their award winning creative, the smaller mobile ad agencies have proudly stuck a wicked-looking bank of digital servers front and centre against the exposed concrete walls. It’s a tip-off to the agency’s changing reason d’tre and to a shift in the advertising industry in general.

This entry was posted on Monday, November 16th, 2009 at 11:46 am and is filed under Entrepreneurs. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.

---

Comments are closed.

---

---