Native ad in regional language

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What is Native Ad?

As per Wikipedia: Native advertising is a type of disguised advertising, usually online, that matches the form and function of the platform upon which it appears. The key to writing and designing a successful native ad is to know your audience and the medium the native ad will appear within.

Growth of native advertising

Native advertising term was first coined by Fred Wilson at Online Media, Marketing, and Advertising Conference in 2011. ­In December 2013, BIA/Kelsey estimated native ad spending on social media alone would grow from $3.1 billion this year to $5.0 billion in 2017. As a percentage of total social ad spending, it projected native would rise from 38.8% in 2014 to 42.4% in 2017.

BI Intelligence predicts that by 2021, native display ad revenue in the US, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total US display ad revenue, up from a 56% share in 2016. The new report of data released by BI Intelligence is below:

native ad

Growth of regional language websites

It’s no secret that India has a massive internet user base. The number of internet users is expected to hit 500 million by 2017. But many of these users are increasingly surfing the web using regional languages, and not English. The report finds that the local language user base is growing at 47 percent and reached 127 million in June 2015.

Speaking at the 8th Indian Magazine Congress in New Delhi, Google India’s MD Rajan Anandan also predicted that content consumption will grow on various platforms with vernacular content raising the demand. “The vernacular sites are growing at 56 per cent y-o-y and English sites just by 11 per cent y-o-y. The fastest growing websites in India are now vernacular news sites and the consumption is growing five times as compared to English,” he informed. This means there is a lot more room for growth in local language content.

The growing demand for regional language content also opens up new doors for regional language advertising. In the last couple of years, there has been an increase in Hindi language display banners on various sites, this trend is being followed by other vernacular languages as well and they are delivering better CTRs than English language banner ads.

Regional language Native Ads: Does it sound exciting?

Let me discuss a case study where we experimented and used regional language to create a native ad and delivered the campaign brilliantly.

Case Study:

Client: A major BFSI company

Campaign Type:  Native ad campaign on CPC basis

Approach 1: Our team worked on it and created a native ad with English text. The text was approved by the client and served on all relevant native ad inventories. The CTR in this case, was not as expected.

Approach 2: After doing few trials and errors to improve CTR, the idea of using regional language text crossed our minds.  Accordingly, we translated the same text in different vernacular languages and took the campaign live on respective regional language sites. This approach gave us a very surprising result. CTR improved 10 times when regional language was used in native ads compared to English text native ads.

Conclusion: This particular case study gave us definitive proof that there is tremendous potential in using regional language native ads on regional websites. These ads were more effective in reaching the audiences. This also supports the above data and stats about growth in content consumption in regional language.

Challenge and Solution

The biggest challenge faced is the lack of authentic services in regional language translation. This is one of the reasons still most of the brands prefer to run native ads in English.  Approval of vernacular native ads takes time and hence campaign delivery might get affected.

To utilize the benefit of regional language, reliable language translation services are required. This will surely uplift campaign delivery and will help brands tell their story in a more personalized way.

Inuxu’s adgebra platform offers native ad solutions in 10+ regional languages. For more information write to us at info@inuxu.media

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Vrushali Anpat
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Vrushali Anpat

Vrushali is a Senior Campaign Manager at Inuxu associated with the display ops team.

All stories by: Vrushali Anpat

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