The potential reach of online ads is huge. The number of internet users has more than doubled in the last 10 years. As people around the world connect to a wide range of platforms, companies who take the time to learn about their audiences are rewarded with engagement. This is where online ad localization comes in.
Why localize online ads?
Research suggests internet users aged 16-64 spend an average of 6 hours and 58 minutes on the internet each day, worldwide. This means that, on one hand, there are billions of people ready to see your adverts. On the other, there is a lot of noise to contend with when trying to resonate with your audience, especially in new markets.
Simply translating your online ad isn’t enough. A message that works in one country might completely miss the mark in another. Meanwhile, certain types of designs are considered more attractive in some cultures, and images don’t have universal meanings.
Online ad localization takes this into account. The process adapts the copy, design, color scheme, and even messaging in your campaign so that it suits audiences in specific regions. This can help companies reach their audiences in the right way.
Coco cola is known in the industry for focusing on localization. Whether that’s using popular local names on its bottles in different countries or partnering with sporting teams, the company focuses on local culture on a global scale.
This can even be seen on their Twitter pages. Spain and Mexico might share a common language, but Coco Cola has localized each page, using different text and images to suit its audiences.
Tips for online ad localization
HubSpot reports that 68% of marketers say paid advertising is “very important” or “extremely important” to their overall marketing strategy. With this in mind, marketing departments need to make sure they approach localization in the right way.
- Don’t get too attached to the copy
If your online ad is localized properly, the translation won’t be an exact replica of the original. This is important because the words need to resonate in the right way. Elements such as cultural references, humor, and even tone of voice might need to be changed to ensure your message is received correctly.
- Think beyond the words
Online ad localization can include edits to imagery, colors, and layout, too. This is an important step to making sure your ad is culturally relevant. Meanwhile, branding needs to be consistent to help with brand recognition. Seek expert advice from someone who understands the target culture well when making these changes.
- Invest in local marketing channels
It’s important to be where your users are. This means researching which websites, apps, social media platforms, and search engines are favored in the new region.
For instance, Google might be king in the US, but users in China favor Baidu. But that’s not all, Sogou might rank behind Baidu in China, but its users spend far longer browsing on the website at over 35 minutes. Understanding user behavior and preferences is the key to success.
- Work with experts
The way your company advertises can affect everything from brand recognition to revenue, from partnerships to potential expansion. Working alongside an expert company can help you hit the mark when it comes to online ad localization.
At Future Trans, we understand your industry and ours. We work with native-speaking experts to adapt your online ads, focusing on your marketing goals as well as language and cultural differences.