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BizReport : Advertising archives : July 11, 2008

Do your ads cater to your overseas visitors?

U.S. websites have been doing little in the way of providing relevant advertising to their overseas visitors, potentially missing out on a great deal more ad revenue, reports the Wall Street Journal.

by Helen Leggatt

Many of the U.S.’s biggest websites have large numbers of overseas visitors. Facebook’s overseas audience accounts for nearly three-quarters of its 124 million monthly visitors and over half of Conde Nast Publications’, too.

Yet, according to a report out this week in the Wall Street Journal, many of these websites are struggling to monetize these foreign visitors as their online advertising is U.S.-centric.

“This trend has huge financial implications for big U.S. publishers. Many sites have paid little attention to foreign traffic because it was so small and because, in some cases, marketers in those countries weren’t yet buying online ads,” says

“As a result, international visitors to U.S. sites still often see ads that are completely irrelevant to them.”

To maximize ad revenues, businesses with a large percentage of overseas traffic should consider employing local sales companies in those areas where the majority of traffic is originating.

Tags: advertising revenue, online advertising

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