Creative work need not be done in the U.S. even if Americans are the target audience. While nothing new, the outsourcing trend appears to be gaining momentum, according to a recent story in The Wall Street Journal. 

So far, outsourcing hasn't been a major factor in digital advertising. But advertising executives believe that the industry is in the early phases of a shift toward a more global ad production apparatus. That paradigm shift is seen both as a cost-saving measure and as a way to meet increased demand for more -- and better -- web creatives.

AvVenta Worldwide, a company that employes more than 400 people around the world to meet demand for outsourced creatives, estimated that it's able to deliver the same work to U.S. clients for as much as half the price.

But the trend hasn't been without its hiccups. While outsourcing could be a potential boon to the bottom line, creative directors cite cultural barriers and strained communication channels as reasons to avoid outsourcing.