The Value of Localization in Advertising

Two days ago, we published the first part of the article titled “New Rules of the Road for Global Online Marketing Campaigns”. Here is the second part. It disscuses how localization is important for local advertising industry.

“Across the world in Latin America, there are other considerations, such as whether to use universal or local Spanish in an online ad, writes Small Biz Trends. It is not an inconsequential decision, according to book author Joe Kutchera, who wrote “Latino Link: Building Brands Online With Hispanic Communities and Content”, as an imbalance in Internet infrastructure investment has inadvertently created a pan-regional effect for Latinos online consumers.

“Spain invested $960 million in online advertising. For U.S. Latinos or Mexicans online, it means when they search in Spanish, many sites from Spain appear in their results. Spain invests four or five times more in content than other Spanish-language markets.”

For the full article, click here.


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