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.

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