9/25/2023

GLOBAL
ADVERTISING AND
FUTURE TRENDS

TARGET GLOBAL AUDIENCE

- Increase market potential

- Prevent downturns
- New manufacturing market
which may boost profits

TARGET GLOBAL AUDIENCE

- Globalization is reducing differences

that existed between nations in time,
space, and culture
- Regionalization links nations together
based on geographic, cultural,
linguistic, and historical commonalities

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TARGET GLOBAL AUDIENCE

- A homogenized approach
- Cultural proximity: the
preference of audiences for
media in their own language and
culture.

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TECHNOLOGY IN ADVERTISING
Technological changes that have potential to
influence advertising?
- IoT
- Artificial Intelligence
- Haptic/Sensory technology
- VR/AR
- Metaverse
- …

TECHNOLOGY IN ADVERTISING

- Data is important, but EFFICIENCY is

the key

“In June 2021, Google announced it would

phase out third-party cookies in late 2023, with
new tracking technology to replace them.”

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TECHNOLOGY IN ADVERTISING

Cookieless advertising
brings focus to context and
first-party data

TECHNOLOGY IN ADVERTISING

- More devices, more screens, more

format

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DISCUSSION

What are the challenges in applying

new technologies in marketing
communication in general and in
advertising in particular?