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Sign into your accountThe Challenges (and Opportunities!) of International Advertising
July 19 2013
Imagine this, you find your listing displayed on a popular website in France--the only problem is that the listing sold five years ago! You are outraged, so you decide to call the website, a French publisher (a six-hour time zone difference away) trying to make a case that the website must remove the listing because it is no longer on the market. Now, imagine this conversation taking place in French...
Operator: "Parlez-vous français?"
You: "No...English please."
Operator: "Je ne parle pas anglais."
You: "...huh?"
Well, you get the picture. It sounds daunting, to say the least!
Marketing to international buyers comes with certain challenges. In other countries listings are considered "open listings" and nobody has the exclusive right – or responsibility – to market a property accurately and effectively. Currently, companies who syndicate listings to international publishers today are doing so without the level of protections we have become accustomed to here in the United States.
Accuracy is a pervasive problem in international advertising, one that we explored in detail with our 2013 study on international advertising. We conducted research in which we evaluated listing data accuracy on two major publishers in the UK that display U.S. listings.