NONE: Re: ONLINE-ADS>> Online Advertising in Shanghai
Re: ONLINE-ADS>> Online Advertising in Shanghai
Mark Dolley (mark_at_zapworks.com)
Wed, 25 Jun 97 12:58:00 -0000
Josh McCormack,jmccormack_at_scholastic.com wrote on 6/24/97 4:00 PM:
>> I am waiting someone interested in online advertising in developing
>> countries, don't forget they are huge markets.
>Not only are the international markets huge, but do to the high cost of
>Internet access in many countries outside of North America and Europe
>the demographic can be tremendous. I have been told that Internet access
>in Japan is extremely expensive, and I heard a piece on NPR on access in
>India, where an hour at a Cybercafe can cost what the average person
>earns in a month. There are, of course, complexities involved in
>targeting the world. What might be the greatest problem is convincing
>potential advertisers of the merit of targeting groups outside of the
>US. I am particularly interested in targeting the international audience
>in it's many forms, and would welcome opinions on how to, as well as
>results from sites that have gone this way.
You can surf at the Sheraton in New Delhi for 800 rupees an hour
(http://www.cyber-club.com), or $22.34. Using one of the DTP machines
with a Net connection at Kinko's costs $24.00 / hour.
But I'm not being entirely fair, and certainly home access is very
expensive in Japan, Germany, Thailand and other places where Government
regulations stink. (In Thailand, if you want to start as an ISP, you have
to give a third of your company to the Government just for the privilege
of starting an essential business.) You must also bear in mind the
comparatively low levels of penetration for domestic PCs outside the US
(with the exception of Scandinavian countries).
We advertise in all the Internet cafes around the world with web site
banners on mousepads. Clients have included Yahoo!, Lycos, Infoseek,
Starwave etc, etc and we have put ads on default screens for Levi's. In
our experience, there are web sites with a global service or looking to
become a global brand. And the Internet has certainly caused some major
advertisers to look at unifying their branding messages where previously
these differed from market to market. However, some websites in
particular only want to advertise in the US as they feel this is the
market they should be offering in turn to *their* advertisers.
Mark Dolley,
Director of Business Development, ZAPWORKS
(+1) 415 551 1800 http://www.zapworks.com
385 8th Street, Suite 210,
San Francisco, CA, 94103, USA
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