The banner ad can be as simple as a small graphic at the top of a web page or as complex as a fully customized web page. Before you start designing ads, exercise the same degree of care you took when localizing your web site. Advertisements that rely on humor, cultural stereotypes, and location-specific visuals do not travel well globally. However, you might not even want to develop ads that travel globally. The key question is whether you want people in each country to view the web site and brands as global or as local? The promotions you develop will fall into one of two overall strategies:

Promoting a global brand with localized promotions

Promoting a local brand with localized promotions

If you ...

Get Beyond Borders: Web Globalization Strategies now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.