Online ads in desi languages attract more users: Survey -Governance Now

Online ads in desi languages attract more users: Survey

Tamil and Telgu lead in language specific ads

PTI | March 22, 2011

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 Kiran Gopinath said.
The survey titled ---Ozone 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. PTI SP

Comments

Other News

Cabinet passes resolution applauding PM on term record

The Union Cabinet on Wednesday passed a resolution marking June 10, 2026, as a historic milestone in the journey of Indian democracy applauding Narendra Modi for becoming the longest-serving elected PM of the country. By establishing a record of 4,399 days of continuous service as an elected PM, he has s

Testing the teachers, moving the goalposts

A teacher was appointed in 1999, before the Right to Education (RTE) Act came into force, and appointed under the rules that existed at that time. She gave the necessary test, passed it, passed the interview, and was appointed. Over the next 26 years, she taught thousands of children, faced transfer orde

`Focus on infra, reforms, digital connectivity has created strong foundation for growth`

In a step towards the operationalisation of the Bharat Audyogik Vikas Yojana (BHAVYA), union minister of commerce & industry Piyush Goyal launched the BHAVYA Portal on Monday in New Delhi. Addressing the gathering, Goyal said that the BHAVYA scheme will adopt a competit

Govt, RBI announce major reforms to attract FPI

The finance ministry on Friday announced a series of measures aimed at enhancing the ease of investment for individual Persons Resident Outside India (PROIs) and Foreign Portfolio Investors (FPIs), and to attract stable long-term foreign capital flows. Building on the recent in

Lessons in climate adaption from world’s largest inhabited river island

Majuli Island, perched between the Brahmaputra River to the south and east, the Subansiri River to the west, and a branch of the Brahmaputra to the north, has been severely affected by recurrent flooding and intense riverbank erosion. Despite its global importance in acquiring UNESCO tentative status for

Careless whispers and the impossible trinity

Time can never mend, the careless whispers of … As the RBI marches ahead, for the upcoming monetary policy meeting this June, whispers from the corridors echo around several policy options to defend the rupee – by deploying forex reserves, raising in