Jack and Aston Martin V8 Vantage Monaco street signs
Jack Yan: the Persuader blog
  Click here to go to home pageWhat I stand forMy stuffWhat others have recently saidMeet some of the coolest folks I knowDrop me a line Visit my workplace
> My stuff > The Persuader Blog


The folly of geo-targeting in a world of global brands 

Armani Exchange ad on Lucire[Cross-posted] In the 1990s, the geo-targeting of advertisements on websites was not very common. If a campaign went out—such as when Condé Nast’s style.com advertised here to get its word out to fashionistas—it went out globally. We were paid, of course, for delivering campaigns to everyone.
   Somewhere this century, advertising decided to take a backward step, since much of the ad world functions regionally or nationally. For the web, campaigns would be regionally or nationally targeted. If American Company X were advertising, then it sure didn’t want its ad to be seen by German Consumer Y. The technology of tracking where a visitor came from became more widely available around this time, and ad networks obliged.
   This traditional advertising method has its appeal. If I ran X, then why would I want my brand exposed to Y, who would not buy my goods?
   Here’s my problem with it. X has a chance to generate immense goodwill. X may expand into Germany at some point, and a whole bunch of consumers will know the name, just as they would if they were to buy an American magazine or watch a news item from the States.
   When you watch TV and see X, even in the United States, do you go and buy its goods straight away? No, the brand is built ever so slightly with that exposure. In fact, I would argue that advertising online is more effective than on telly, but then no one measures TV ads by clickthroughs or any standard nearly as strict as those adopted for the web.
   It is this global attitude that saw American brands get exposure in foreign markets in the first place. Last time around it took fighting Fascism and hundreds of thousands of American lives to bring Coca-Cola’s name into the minds of people in Europe and Asia. This time we have a medium that allows exposure without waging war.
   So it was a relief, and a throwback to the 1990s, to see that Armani Exchange is advertising here at the Lucire site in a global campaign, which even we folks here in New Zealand can see. Then, it is a global brand, so the exposures here make sense because we can buy the stuff. But I wish that there was less geo-targeting: this is a globalized planet, after all.
   With one exception: the US Dancing with the Stars ads can stay there.

Tags: , , , , , , , , , , , , ,
Post a Comment  Links to this post

Comments: Post a Comment

Links to this post:

Create a Link




Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.

Quick links

Surf to the online edition of Lucire
  • More ramblings at the Lucire Insider blog
  • The Medinge Group
  • Jack Yan for Mayor
  • My Facebook page
  • Follow me on Twitter
  • My Vkontakte page
  • Book me for public speaking
  • Contact JY&A Consulting on business projects
  • Check out fonts from JY&A Fonts
  • Add feeds

    Add feed to Bloglines

    Individual JY&A and Medinge Group blogs

  • Lucire: Insider
  • Summer Rayne Oakes
  • The Medinge Group press room
  • Detective Marketing
  • Amanda van Kuppevelt
  • Delineate Brandhouse
  • Paolo Vanossi
  • Nigel Dunn
  • Pameladevi Govinda
  • Endless Road
  • Avidiva news
  • Johnnie Moore’s Weblog
  • Steal This Brand Too
  • The Beyond Branding Blog
  • Ton’s Interdependent Thoughts
  • Partum Intelligendo
  • Right Side up
  • Headshift
  • Goiaba Brazilian Music
  • Jack Yan on Tumblr (brief addenda)

  • +

    Previous posts

  • Your task today: turn off Google Web History
  • Google is Big Brother (the Orwellian one)
  • When, as a blogger, I have fewer rights than other...
  • Welcome to Vogue India
  • Beyond Branding Blog’s home page has disappeared
  • The L word (and other letters)
  • Jeff Fisher releases new book on redesigns
  • Have you flipped a Ford … lately?
  • Open source is nothing new
  • Make poverty history, Ladybrille- and Lucire-style...

  • Donate

    If you wish to help with my hosting costs, please feel free to donate.