Language considerations for your online ads/banners
                     Language considerations for your online 
ads/banners
Watson F
Writes on ad managing using ad server solutions, 
involved with Adspeed ad server software.
When you are advertising your business locally, you already know which 
language should be used in all your promotional materials. The 
exception is if you are targeting a smaller niche community within your 
local area, but for the most part, it’s an easy decision to make in terms 
of language. Things get a whole lot trickier, though, when you are 
marketing a product or service to a wider audience, or even globally, as 
you need to be sure that the language you use in ads, banners, and 
other marketing materials is in line with the country where you are 
selling. Let's take a closer look at language considerations in advertising.
Geo-targeting
Let's imagine for a moment that you are putting together an ad 
campaign aimed directly at Vietnam. It stands to reason that the 
language you should use in all those ads would be Vietnamese. 
However, when setting up your ads, you need to go one step further, 
which is to use an ad server to apply geo-targeting or geographical 
restrictions. If you have that, you can ensure that your ads display in 
front of the appropriate audience instead of before people all over the 
world who have no idea what the ad is about because they do not 
understand that language.
Site/placement targeting
The same rules apply when deciding which websites will publish your 
ads and banners. You will want to look for publishers that have an 
audience predominantly in your favor. For example, if you are going 
after a Hispanic audience, there is no point blasting out your ads to sites 
that have very few Spanish-speaking people as visitors. This form of ad 
targeting helps you reach people that speak the language of your ad 
campaigns, regardless of where they are in the world.
Translation
A good translation is incredibly important when you are creating ads 
that are in a language different from the one that you normally speak. 
While there are free translation apps and tools available online, they are 
not always particularly great or accurate, especially for slang, jokes and 
local norms. You may end up translating an English phrase into another 
language that is awkward, or worse, insulting. It is better to get the help 
of a marketing expert who speaks the language and understands the 
local culture to ensure an effective localized ad.
Celebrity endorsement
Imagine that you come across an online ad that features a product being 
endorsed by a huge celebrity from Thailand. That person may well be 
the biggest star in that part of the world but if you have never heard of 
them, how swayed are you going to be by their endorsement? It’s quite 
unlikely. Therefore, if you plan on using a celebrity to pimp your 
products, make sure it is someone who is known in the region that you 
are targeting your ads.
Landing page
There is nothing worse than creating the perfect banner ad that pushes 
all the right buttons for your target audience, only for them to click on 
an ad and be taken to a landing page that is put together in a totally 
different language or seemingly unrelated. Consistency is the key here, 
so be sure that the language used in your landing page is the same as 
the one used in your ads.
About Adspeed
AdSpeed ad server is a reliable & powerful ad serving and ad 
management solution that serves your ads, tracks impressions & clicks 
and reports ad statistics in real-time. Driven by the latest ad serving 
technologies, the goal of Adspeed adserver is to provide a reliable 
platform that can help in executing online advertising strategy more 
efficiently. 
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