ABSTRACT
This chapter discusses some factors that have led to the rise of digital advertising across the globe. It also discusses international digital advertising related to consumer considerations, executional factors related to ads, and general philosophy/goals behind advertising in building the brand in the long term. The chapter proposes general principles related to digital advertising internationally, based on the Taylor framework and the some research in the international digital advertising literature. Entertainment is another variable that has proven to be important in digital advertising globally. Digital advertisements that can entertain the consumer are more likely to be successful in achieving engagement and improving purchase intent. Digital advertising has become an essential promotional tool for firms operating in markets worldwide. As more individuals around the globe gain access to the internet and broadband connection through their computers and smart phones it is more important than ever to understand what matters most to consumers of digital advertising.
