While it is generally true that the majority of sites visited by domestic customers are domestic sites themselves, domestic advertisers should not ignore the international web space. This is because a large portion of domestic customers will view advertisements and CPA offers that appear on international sites. Targeting this traffic has several distinct advantages for advertisers:
· It allows the advertiser to market directly and appropriately to ethnic, lingual and social groups that are interested in the international content.
· The cost of advertising in this space is lower while at the same time there is less competition.
· Such advertising helps promote the brand from within the aforementioned customer groups by affiliating it with particularly relevant content.
In addition to these advantages there are certain challenges:
· The content in the ads must be delivered in a language and culture appropriate way.
· To accomplish the previous goal, advertisers who are not familiar with these markets must conduct research and work closely with their affiliates.
· Advertisers need to stay abreast of the laws, especially relating to spam, that exist where their publishers do business.
· Advertisers should be careful to protect their trademarks.
While these statements are directed at advertisers, they are very relevant to international affiliates who want to monetize their U.S. domestic traffic.
Roman Kilun is a Research Analyst at DMO Global, Inc., a leading affiliate network solely dedicated to serving international and multicultural markets. Roman, a native born of Uzbekistan, is fluent in Russian and Spanish and focuses on emerging markets throughout the world. If you have any questions about online advertising opportunities in these markets or in the online marketing space, please contact Roman Kilun at the address set forth below. DMO Global, Inc. is a wholly owned subsidiary of Dragon Media Online, Inc., an international media and technology company.
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