Three Reasons Why Global Native Ads Need to Be Localized
Native ads became the hottest social media marketing tool of 2012. With promoted tweets, sponsored Facebook stories and YouTube videos, advertisers found creative methods to place messaging in front of prospects in unobtrusive, successful ways.
As advertisers set aside larger segments of marketing budgets for native ad campaigns in 2013, they will look for sophisticated ways to measure their returns on investment.
But if advertisers want to use native ads effectively in new, non-English speaking markets, they need current knowledge of both local trends and language usage to reap the same benefits of this content-rich experience. Here are three reasons to use skilled language and localization services for your global native ad campaign:
- A localized ad is an accepted ad. Already, consumers are growing accustomed to native ads, but they’re also becoming wary. Targeted native ads will continue to be received well in 2013. However, consumers will be quicker to turn on advertisers who cannot communicate with them in their native language. If your intention is to speak in a friendly tone, or as an authority (depending on your ad placement), then your word choices must be similar to the words used by others communicating in that space. If your native ad sounds “foreign,” it will convey a negative message about your brand, which may be more harmful than no message at all.
- Translation and localization help you blend in better. The value of a native ad is that it blends into the surrounding content. They resemble the articles, stories, and posts that draw viewers to social media platforms. Native ads are often more effective than banner or pop-up ads for this very reason. That authenticity is precarious and requires the kind of subtle nuance that machine translation or inexperienced translators are not capable of delivering.
- Get more mileage from internationally-friendly taglines. If you’re going to invest in an international native ad campaign, your plans should include investment in the kind of professional translation and localization that can deliver the creative punch you need. For example, without the help of a localization expert, the tag line “The whole world in your hands” could easily become “The earth is between your hands,” which just doesn’t send the message that was intended. A professional localization partner can help you create a source language tagline that translates successfully for each new marketing campaign, preserving message and the tone of the original. This way, your in-language consumer targets feel welcomed, recognized, and included.
One of the reasons native ads have taken off so quickly is that they have proven to be cost-effective. Even a global campaign won’t bust most companies’ budgets; but a low price tag isn’t worth much without good returns. A company that offers trans-adaptation or trans-creation for marketing copy employs copywriters, skilled translators, and you in the process — guaranteeing that your message will be conveyed successfully on the local level. This is essential for a marketing tool that relies on building engagement through familiarity and trust.
No comments yet
Leave a Comment
- Revenge of the Data Nerds: Who Will Be the Next Heartthrob of the B2B Data Market?
- Paid to Post? What the Social Workforce Means for All of Us
- Take the Time to Do Native Right
- Big Brands Have the Edge in Search Engine Results
- Disappointing Black Friday Sales? It’s Not Too Late to Profit from the Holidays
Adknowledge Announces Launch of ‘AdStation International’KANSAS CITY, Mo., November 25, 2013 (ADOTAS) – Adknowledge is pleased to announce the launch of AdStation International, a global [...] more...
- IAB Releases Native Advertising Playbook December 4th 2013 NEW YORK, December 4, 2013 (ADOTAS) — Native has become [...] more »
- Appia Launches Native Ads for App Discovery December 4th 2013 DURHAM, NC, December 4, 2013 (ADOTAS) – Appia, the leading mobile user [...] more »
- Kitara Media Acquires Healthguru.Com; Combined Business 2014 Revenues Estimated At $50MM December 4th 2013 Kitara Media Acquires Top Health Video Site HealthGuru.com from Kitara [...] more »
- Lenovo Names TubeMogul Its Global Partner for Programmatic Video Advertising December 4th 2013 EMERYVILLE, Calif., December 4, 2013 (ADOTAS) – Today, TubeMogul was [...] more »
- Lionsgate Partners with Mobiquity to Promote ‘Ender’s Game,’ ‘Divergence’ December 4th 2013 ADOTAS — One of the year’s most anticipated films, “Ender’s [...] more »
- LiveRail Touts $100 Million Run Rate, Preps for IPO in 2014 December 4th 2013 ADOTAS — The demand for programmatic advertising has exploded, with [...] more »
- Infographic: Branded Video Sharing Almost 50X Higher In 2013 Than In 2006 December 4th 2013 NEW YORK, December 4, 2013 (ADOTAS) — The sharing of [...] more »
- Revenge of the Data Nerds: Who Will Be the Next Heartthrob of the B2B Data Market? December 4th 2013
- Paid to Post? What the Social Workforce Means for All of Us December 4th 2013
- Take the Time to Do Native Right December 2nd 2013
- Big Brands Have the Edge in Search Engine Results December 2nd 2013
- Disappointing Black Friday Sales? It’s Not Too Late to Profit from the Holidays December 2nd 2013
- Publisher Services Manager
- Social Media Manager (Part-Time)
- Social Media Manager
- Audience Development Manager
- Marketing Manager
- Big Brands Have the Edge in Search Engine Results « egy: [...] Permalink [...]
- How to improve your website's SEO - Business Record |: [...] the sites don't really …The 10 Most Cringe-Worthy SEO Myths Ever ToldBusiness 2 CommunityBig
- Gamers Gain Elite Status with Cadillac Campaign | Raldo Loijens: [...] a push to brand the elite gamers as Cadillac Elite. Cadillac Elite is being
- David: I hope my SEO-customers with semi-big brands do not read this - they might be