Globalisation was supposed to bring about an age of global integration and harmony, as well as enhance efficient business practice throughout the world. A global business culture would smooth the way for partnerships and economic well-being for all would be the result. Globalisation was meant to lead to a greater interdependence of countries, regions and continents, and result in a more efficient flow of ideas, worldviews and aspects of cultures. The chapter shows, global advertising is becoming increasingly digital. In 2015, world social network advertising spending reached US$17.08 billion, and Internet advertising is expected to overtake TV as the largest advertising segment by 2018. According to a white paper by CMO Council, 69 per cent of senior advertisers are currently allocating their budget to website content, development and performance optimisation, while 53 per cent are spending on social media community growth and engagement.