As the Internet continues to grow and countries begin to assert control over what is now a medium with few restrictions increasing limitations will be set. Besides control of undesirable information issues, such as pay per view taxes, unfair competition, import duties, and privacy are being addressed all over the world. In Australia local retailers are calling for changes in laws because of loss of trade to the Internet, under current law Internet purchases do not carry regular import duties. The Internet industry is lobbying or a global understanding on regulation to avoid a crazy quilt of confusing and contradictory rules.
Another limitation that needs to be addressed soon is competition for Web surfers. The sheer proliferation of the number of Websites makes it increasingly difficult for a customer to stumble across a particular page. Search engines have now become crucial directors of Web surfers’ attention. Also, serious Internet advertisers’ of e-marketers will have to be more effective in communicating the existence of their Internet sites via other advertising media. Some companies are coupling their traditional television spots with a Web site IBM, Swatch Watches , AT&T, and Samsung electronics are among those going for a one two punch of on-air and online presences TV spots are used to raise brand awareness of product regionally and to promote the company’s Web site. Additionally company can buy ad banners on the Web site that will lead enthusiastic consumers to the company’s site which also promotes the product. Some TV networks offer a package deal: a TV spot and ad banners the network’s Web site. For example when EBN (European Business News) channel offers cross media programs that includes TV spots and the advertiser’s a banner on the EB Interactive page for $15,000 a quarter.
The online advertising business itself—for example, a banner ad for Amazon.com placed on a wall Street Journal website – has come into its own. The industry is now conducting International festivals annually in Cannes, France. In 2005 over $ 8 billion was spent worldwide on online ads; continued dramatic growth is forecasted. Of course the creative possibilities (with global reach, hyperlinks and such) are endless.
Restrictions on traditional media or their availability cause advertisers to call on lesser media to solve particular local country problems. The cinema is an important medium in many countries as are billboards and other forms of outside advertising. Billboards are especially useful in countries with high illiteracy rates. Hong Kong is clearly the neon capital of the world with Tokyo’s Ginza and New York’s Times Square running close seconds. Indeed, perhaps the most interesting billboard was the Pizza hut logo that appeared on the side of the Russian Proton rocket launched to carry parts of the international space station into orbit—can extraterrestrials read? Do they like Pizza?
In Haiti sound trucks equipped with powerful loudspeakers provide an effective widespread advertising medium. Private contractors own the equipment and self advertising space much as radio station would. This medium overcomes the problems of illiteracy lack of radio and television set ownership and limited print media circulation. In Ukraine where the postal service is unreliable businesses have found that the most effective form of direct business to business advertising indirect faxing.
In Spain, a new medium includes private cars that are painted with advertisements for products and serve as moving billboards as they travel around. This system is called Publicoche (derived from the words Publicidad meaning advertising and coche meaning car), has 75 cars in Madrid car owners are paid $230 a month and must submit their profession and normal weekly driving patterns. Advertisers pay a basic cost of $29,000 per car per month and select the type and color of car they are interested in and which owners are most suited to the campaign based on their driving patterns.