Today I spotted a new fashion on Internet, a bit shocking but very logical, unexpected, yet present. It is only that I did not note it before. It has hit me like a train. I am currently stationed in Eastern Europe, and I was browsing an Australian News Site reading an local australian article – what struck me visually is advertising in local language – not Australian but local to my present physical location.

I never pay too much attention to advertising. On general terms, I am not trend buyer, rarely something catch my eye on ads. But this is somewhat hilarious to me. Australian news, Eastern Europe Ad. Obviously NewsZine is financing through advertising and target advertising is done through advertising agency (typically Google Ads). Got my location from IP location service and selected appropriate Ads. How appropriate? Well. In some terms yes, in some terms no.

Funny stories has been told about appropriateness of an add (advertising child control on religious site for example, boob job on a breast cancer site etc…), but this is new breed of appropriateness – geolocation biased not context biased. It use to drive me nuts when I travel that google search presents itself in a local language.  Particularly this is useless when you do not use local language at all – example when I was in arabic country – Arabic I do not speak nor I am able to read – presenting google search on arabic to me is plain useless, not to mention that geolocation redirection insists on presenting it in arabic even if you specify a global address, which caused me to use tweak address to be able to use google search. But this thing with ads is plain fantastic.

It has never been that you get a some local content with foreign content intermixed in clasical media. If I go to buy Australian News papers in America, I would get Australian Ads.That is logical – it is not only news that count – it also what has been offered there – it gives you a wider cultural picture. With this new approach we loose that part of an wider cultural picture. We read news that are far away from us, and expect to see what they have been offered there to get the glimpse of a far away place. Oh. No! The same ads I see on the street in Eastern Europe would be in reading Australian news. This redefines a purpose of an ad. Or maybe embraces it – depending of a view.

I am not particularly bound to old ways, but geolocation in some places simply do not make any sense to me. It is not more likely that I would buy a locally sold product if I see it in foreign newspapers. On the contrary, at least to me, such approach would drive me more nuts – stop pestering me!

On the other view it embraces a essence of an ad. You need to repeat reminding consumer about possibility of having a product that is available locally. Of course, i would read a local news, and of course I would occasionally pay attention to local ads. But reading Australian news and getting local ads is just plain funny and useless (avoiding to declare it stupid as some may so). Me being originally from Eastern Europe would maybe fail to notice a difference, but what value such ad has to an Australian who happened to be present in Eastern Europe reading his/her favorite online magazine. This is even more hilarious to ponder.

Google please pay attention! I would like to read australian ad on australian news papers, it seems appropriate. Answer would be possibly – move to Australia then…. we are going to remind you where you are – Local advertising interest is there.

Happy browsing.

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