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Desi Ads Woo Online Audiences: O.P.U.S

A comparison of efficiency of ads (CTL metric) reveals better response to local language ads by almost 30%

Desi Ads Woo Online Audiences: O.P.U.S

A comparison of efficiency of ads (CTL metric) reveals better response to local language ads by almost 30%

BestMediaInfo Bureau | Delhi | March 25, 2011

According to Ozone Media Performance Users Study (O.P.U.S), online ads in regional languages viz- Hindi, Tamil, Telugu and Malayalam outperform English ads. A comparison of the efficiency of ads (CTL metric) reveals that Resident Indians respond better to regional language ads as compared to English ads, by almost 30%.

Tamil and Telugu in particular are driving conversions in language specific advertising across ad categories for performance campaigns.

“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” said Kiran Gopinath, CEO and Founder, Ozone Media Solutions Pvt. Ltd.

O.P.U.S. reveals prolific usage of language ads by BFSI and Matrimony sectors. The Matrimony category holds a surprise though- regional communication converts at a superior rate for Non Resident Indian audience, while Indians respond better to English creatives.

For BFSI category however, the results are completely different from the matrimony category. The effectiveness as well as efficiency of regional language ads outperforms the English language ads. This could possibly be because by nature Resident Indians would be 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.

Non-Resident Indians demonstrate exactly the opposite behaviour when it comes to BFSI ads. They prefer English language creatives over language based creatives as they would most comfortable with English as a medium for addressing their financial needs.

O.P.U.S. also analyzed ads by banner sizes.  It demonstrates that the effectiveness (CTR metric) and efficiency (CTL metric)  of ad units such as Catfish, Popunder and Slider is far superior to other ad units.  This indicates the growing acceptance of these ad units amongst target audience and amply substantiates that, ads, when visually isolated from content work better and yield higher conversions. This is true for both set of audiences- Resident Indians as well as Non-Resident Indians.

Looking beyond the top 3 ad units – the results indicate a proclivity of Non-Resident Indians to respond better to strip ads, whereas Resident Indians respond best to square banners. This is an observation across the board and is drawn from statistically valid sample size.

This March issue of O.P.U.S. is an analysis of close to 1000 campaigns that were run on the Ozone Media network from Jan 2010 to Dec 2010. The sample includes responses from Resident Indian (RI) and Non-Resident Indian (NRI) across various ad categories. This study also seeks to understand how NRI behaviour varies from RI behaviour both in terms of effectiveness and efficiency. The study provides an analysis over a 12 month period and is indicative of the online performance advertising in the country.  The responses received were classified by Ad Sizes and language.

The December issue of O.P.U.S. analysed nearly a quarter of a million leads generated from campaigns that were run on the Ozone Media network from July 2009 to June 2010, which indicated a jump of 70%, post the slump in 2009- March, April, May 2010 being the recovery months. Real Estate, Travel and Finance saw a huge increase in consumer demand and interest in the year 2010.

Click here to download the full study.



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