Ozone Media, one of the oldest ad networks in India, recently carried out a user study, which revealed that online ads in regional languages (Hindi, Tamil, Telugu and Malayalam were used in the study) outperformed English ads.
According to the Ozone Media study, these vernacular ads saw as much as 30 per cent more clicks than the English language ads, and this is true for both resident and Non-Resident Indians.
Interestingly, according to Ozone, in the matrimony category, NRIs respond better to regional language ads, while resident Indians clicked on ads in English more often.
“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.
However, for the BFSI category, 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 be most comfortable with English as a medium for addressing their financial needs.
Another curious finding is that NRIs are more likely to click on a rectangular ad, while resident Indians are more likely to click on a square banner.