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Advertising Buying Guide - International Online Media



Practical information and tips for direct marketers and small to medium business on international online media.... 

Guide Contributor:  Gavin Merwood from international online advertising sales company - Catch Media Group.  See their listing with MediaScope

International Online Advertising - Overview

The International Online Media market presents advertisers with the option to communicate their message to countries across the world.

Advertisers should identify the international markets they want to reach then prioritise them.  Rates vary from country to country so they may find that available budgets will go further in some countries than others. Costs to generate multiple creative types in various languages should be considered.

Buying through an international advertising sales company means that they will deal directly with the publishers on your behalf at no extra cost.

International Online Advertising - Benefits

International online campaigns are for those companies looking to export to either consumers or other businesses. It allows advertisers to reach their specific target audience either with a branding or direct response message.

International Online Advertising - Audience Measurement Statistics

International campaigns should be treated in the same way as those locally. Publishers should supply full details on their audience including Unique browsers, page impressions and reach. Using a local international advertising sales company will allow access to only those premium publishers who supply this information ensuring that you are only working with credible suppliers.

International Online Advertising - Terminology

Normal online terminology applies to all campaigns. On occasions different countries use alternative names for display advertising units. Its always worth confirming the size to avoid confusion.

International Online Advertising - Campaign Results

We send regular campaign reports detailing impressions delivered and click thru rates. By using a third party ad serving company (e.g MediaMind) more complex tracking is available.

International Online Advertising - The TrapsInternational Online Media Image

The main challenges with international media are that details can sometimes be lost in translation especially when talking to non-english speaking publishers. By using an international advertising sales company, the advertiser gets access to multi lingual buyers in countries across the world. This ensures that all details of the campaign are clear and the advertiser doesn't have to work long hours talking to publishers in different time zones.

Also, the advertiser may also be subject to fluctuations in foreign exchange rates between time of booking and payment. To avoid this, locking in a rate with a foreign exchange provider at the time of purchase is recommended.

International Online Advertising - Forecast

The International online media will continue to become more complex with new players entering the market offering automated buying platforms into countries across the world. The key for the advertisers is to keep their focus on reaching their specified target audience rather than buying cheap non-site-specific inventory.

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