The Role of Globalization in Advertising

Fredrik Carlstrom: The funny thing is, from a internet perspective, I suppose, what we’ve seen happening in the last couple years, or the last two years, is that the internet has become such a big thing. It used to be something that you could kind of fly under the radar. It was the young guy in the marketing department who was like-- who got to deal with it. So you could do a lot of stuff. And now it’s become, you know, a decision that happens in board meetings and board rooms. And so in a lot of ways, the internet’s actually become less global, and more local. And companies are much more careful, and so the US versus Europe or Asia, they want to have control over their own site. So in a lot of ways, ironically enough, the internet has become less global in the last two years. But I also think what I was saying early if the old model was you needed hundreds of thousands, or millions of eyeballs for a thing to work, for a site to be able to be profitable through advertising, the good thing is now with globalization, you can find people who are interested in something very, very niche. But you can find them all over the world, so the target audience, or the amount of people that you can reach, are actually higher or the same as before, just that they’re scattered over the world. I mean, as I said early, there’s a bunch of topics on your site that you probably couldn’t find 10,000 people in New York that are interested in, but across the world, there’re hundreds of thousands of people who are interested in it. And I think that’s huge! You can be much more niche. You can be much more interesting. I mean, broad, everything-for-everyone, is not that interesting, for the most part.


Recorded on: 6/12/08

Fredrik Carlstrom explains that a broad target audience allows advertisements to be more specific.

Malcolm Gladwell live | How to re-examine everything you know

Join Radiolab's Latif Nasser at 1pm ET today as he chats with Malcolm Gladwell live on Big Think.

Big Think LIVE

Add event to your calendar

AppleGoogleOffice 365OutlookOutlook.comYahoo

Keep reading Show less

Ever wonder how LSD works? An answer has been discovered.

UNC School of Medicine researchers identified the amino acid responsible for the trip.

Credit: Motortion Films / Shutterstock
Surprising Science
  • Researchers at UNC's School of Medicine have discovered the protein responsible for LSD's psychedelic effects.
  • A single amino acid—part of the protein, Gαq—activates the mind-bending experience.
  • The researchers hope this identification helps shape depression treatment.
Keep reading Show less

Scientists uncover the brain circuitry that causes mysterious dissociative experiences

A team of researchers have discovered the brain rhythmic activity that can split us from reality.

Mind & Brain
  • Researchers have identified the key rhythmic brain activity that triggers a bizarre experience called dissociation in which people can feel detached from their identity and environment.
  • This phenomena is experienced by about 2 percent to 10 percent of the population. Nearly 3 out of 4 individuals who have experienced a traumatic event will slip into a dissociative state either during the event or sometime after.
  • The findings implicate a specific protein in a certain set of cells as key to the feeling of dissociation, and it could lead to better-targeted therapies for conditions in which dissociation can occur.
Keep reading Show less

There are 5 eras in the universe's lifecycle. Right now, we're in the second era.

Astronomers find these five chapters to be a handy way of conceiving the universe's incredibly long lifespan.

Image source: Pablo Carlos Budassi
Surprising Science
  • We're in the middle, or thereabouts, of the universe's Stelliferous era.
  • If you think there's a lot going on out there now, the first era's drama makes things these days look pretty calm.
  • Scientists attempt to understand the past and present by bringing together the last couple of centuries' major schools of thought.
Keep reading Show less

To be a great innovator, learn to embrace and thrive in uncertainty

Innovators don't ignore risk; they are just better able to analyze it in uncertain situations.

David McNew/Getty Images
Personal Growth
Madam C.J. Walker, born Sarah Breedlove, was America's first female self-made millionaire.
Keep reading Show less