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Online publicity seems to be going the desi way, with advertisements in Hindi, Tamil, Malayalam and other regional languages attracting more internet users than English ones, says a survey.
According to survey by Ozone Media, internet advertising network and online advertisements in regional languages such as Hindi, Tamil, Telugu and Malayalam outperform English creatives.
Moreover, resident Indians respond better to regional language ads as compared to English ads, by almost 30 per cent.
“Internet media, like Television and Radio is moving towards being a mass media. This is exhibited through the high response that language ads generate compared to English ads.
“Consumption of regional language ad signifies the emerging trend in online marketing campaigns of the kind of spread and specific targeting brands adopt to reach their desired audience,” Ozone Media Solutions CEO and Founder Mr Kiran Gopinath said.
The survey titled - One Media Performance Users Study (OPUS) — noted that Tamil and Telugu in particular are driving conversions in language specific advertising across ad categories for performance campaigns.
The report reveals prolific usage of language ads by Banking, Finance, Services and Insurance (BFSI) and matrimony sectors.
For Matrimony category, non resident Indian’s (NRI) respond better to regional language ads whereas resident Indians respond better to English creatives.
In BFSI category however, the results are completely different from the matrimony category. NRIs’ prefer English language creatives over language based creatives as they would be most comfortable with English as a medium for addressing their financial needs.
The Survey said resident Indians feel more comfortable in one’s own language when it comes to simplifying any financial product that they wish to invest in or avail of. This trait possibly results in greater acceptance of language based ads for the BFSI category.
The survey is based on an analysis of close to 1,000 campaigns that were run on the Ozone Media network from January 2010 to December 2010. The sample includes responses from resident Indian and NRI across various ad categories.
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