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Publishers Must Think Locally When Expanding Globally

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Publishers Must Think Locally When Expanding Globally

Kumaran Ramanathan | Jan 18, 2017
Category: Tech Perspectives

Global media companies – or any global company, for that matter – face a complex set of challenges when they try to equitably invest at the local, regional and global levels. The best chance of success is when all company decision-makers around the world are in sync, which requires a concerted effort that is easier said than done.

The most common pitfall is when a global headquarters pushes strategic direction and messaging across regions with a top-down, one-size-fits-all approach and no nuance between regional and local markets. Centralization efforts should not resemble children playing soccer, where every kid chases after the ball no matter what direction it’s kicked in, with zero strategy behind the play. That kind of dysfunction is far less amusing in a global corporation.

Without good alignment between headquarters and regional marketing and sales, business becomes inefficient and success becomes difficult. There needs to be a balance that encourages local flavor but complements global strategy.

When a publisher is trying to ensure that  its global marketing efforts are as highly functional and representative of its different regional markets as possible, it must consider a range of factors, including currency and metrics differences, its partners, Deal IDs and messaging.

Without good alignment between headquarters and regional marketing and sales, business becomes inefficient and success becomes difficult. There needs to be a balance that encourages local flavor but complements global strategy.

Currency Differences, Deal IDs

Global publishers must keep in mind how currency differences will potentially impact their sales, pricing and positioning. Most global marketer clients don’t want to learn after their campaign is live that they’ll be billed in multiple currencies through individual deals because a publisher isn’t able to deliver a single comprehensive campaign. And regional political shifts, such as Brexit, only complicate local currency dealings.

For access to global publisher inventory, there should be just one Deal ID, which allows publishers to specify the types of inventory available to different types of advertisers. Using only one Deal ID will offer marketer clients a seamless point of entry that generates valuable operational efficiencies for their teams.

Partner Considerations

The last several years have seen a growing number of technology providers entering the online advertising market and adding different solutions, but also- increasing complexity for their clients.

When publishers work with fewer preferred partners, they will streamline their processes and gain insight into which partners drive the best results. And significantly, publishers need to know whether their partners have not only global but true regional capabilities.

Click here to read the full post on AdExchanger.

 

Written by Kumaran Ramanathan

Kumaran is Chief Executive of IDG Global Services. IDG Global Services consists of IDG Global Solutions, IDG Strategic Marketing Services, US Corporate Sales and IDG Research. Global Services has teams in Boston, New York, San Francisco, London, Munich, Madrid, Stockholm, Prague, Amsterdam, Warsaw, Bangalore, Sydney, Seoul, Singapore, Tokyo and Beijing.

Connect with Kumaran on LinkedIn.

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