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Article: Foreign language advertising is booming online.(Up Front)
- Article from:
- Los Angeles Business Journal
- Article date:
- November 5, 2007
- Author:
CopyrightCOPYRIGHT 2007 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Jose Villa has a secret: Non-English-language advertising on the Internet is a bargain--and it can be highly effective, too.
As chief executive of multicultural online agency Sensis, Villa works mostly in Spanish, Korean and Chinese. But his expertise has attracted local clients such as Walt Disney Co. and Southern California Edison. Even the U.S. Army.
Villa sells services for paid search marketing, charging companies for ads that appear when Web users look for a certain word on Google and other common search engines.
In paid search, a company buys a keyword, meaning that every time someone types a search with that word, the company's ad will ...