With digital news sites in regional languages doing well on their engagement, the platforms have become a preferred destination for brands looking for targeted advertising campaigns.
Citing the KPMG Google report, Manas Gulati, co-founder and CEO of ARM Worldwide, said vernacular users are more likely to respond to an advertisement than a consumer of English content.
According to the report, India’s internet user base is expected to reach 735 million by 2021. Indian-speaking internet users are expected to grow at a CAGR of 18% to reach 536 million by 2021, while English users are expected to grow. at only 3% reaching 199 million during the same period.
” he said.
Gulati of Arm Worldwide says there is a greater sense of trust placed in local language ads. He said: “Ads in the local language are able to create a sense of trust and make the public believe that the brand understands them. “
Fortune Oil, which advertises on regional digital news platforms like Loksatta and Anandbazaar, also cited the KPMG Google report indicating that over 9/10 of Indian digital audiences consume Indian language content. .
“Regional digital information platforms open up channels of communication with regional audiences who do not consume content in English. To effectively reach this audience, it becomes imperative to take advantage of regional channels that allow vernacular content to flourish. said Sanjay Adesara, media manager, Adani Wilmar.
Some of the regional platforms are very broad in scope and are ideal for regional play in their respective territories. Gulati suggests that they should be used to reach broader and specific audiences who are comfortable in their native language.
Stating that communication and creation play a central role in vernacular digital news, Rohit Jangra, Group Head, Media Planning, iProspect India, said:? ? While mainstream media is intended for a universal advertising campaign, vernacular news is a platform and a place. specific. For example, in 2019 Parle Agro signed Tollywood Jr. Superstar NTR for its brand Appy Fizz as Brand Ambassador in South India and Salman Khan for Universal Advertising Campaigns.
Preetam Thingalaya, Media Director, Mirum India, also believes that “? Multilingual India is today the real India ”.
Reports indicate that most Indians prefer Hindi as a research language. There are also reports that claim that Hindi is the preferred language when watching videos online. And there are studies that mention that most Indians prefer content in their native language, â € “ he said.
However, Suraj Nambiar, Managing Partner and National Media Head, Tonic Worldwide, said that many national brands don’t place much importance on vernacular digital media because they are further down the media funnel or their content doesn’t. has nothing to do with the online channel.
“Digital vernacular news media do well with local brands and brands that seek international audiences. For example, for a builder whose projects are in Kerala, it will make sense to advertise in a Malayalam newspaper. But it also connects with the NRI international audience, â € “ he said.
On these regional digital platforms, brands typically seek to target audiences who prefer communication in their language.
“This audience is indigenous. Also this audience is highest in the 35-44 age group followed by 25-35 age groups. This is a more serious audience with the ability to spend money, which in turn creates more chances for brands to increase brand visibility in the case of consumer goods, financials , durable consumer goods, etc. said Gulati.
Fortune aims to target women between the ages of 25 and 45. The target audience for regional digital information platforms varies by geographic area. However, the ideal target segment identified is the 25-45 age group. This benefits our brand as we aim to target women in this age group, â € “ said Adesara.
IProspect’s Jangra said it makes sense for any brand with a specific geographic presence to target audiences with language-specific creations. He said, “It will help the brand to establish a better connection with the audience and make the product more accessible. “
Nambiar of Tonic Worldwide said these digital platforms can target both local and national brands. “They should be able to analyze and segment data from different markets and show value to planners and brand managers,”? he said. To ???? Priority is given to the channel that has a closer link with the TG that consumes the content in line with the relevance of the brand. To ????
Vernacular platforms remain inaccessible
However, when it comes to reaching, regional digital news platforms do not have it easy. While these platforms offer extremely high engagement, they take a back seat when it comes to reaching. But Mirum’s Thingalaya said 😕 ? If the partner portal checks off two of the 3Rs: reach, relevance and resonance, I think we should be good. “
Even Tonic Worldwide’s Nambiar claims that these platforms lose out on this metric as they face a category where the reach is very high. “However, time spent and more precise audience targeting is high on these platforms and categories such as BFSI and Real Estate have performed well on their metrics from these platforms,”? he said.
IProspect’s Jangra said: “The reach of vernacular news platforms may not be high compared to traditional English digital, but it helps reach audiences in the language they understand well. In addition, it becomes easier for brands to attract the attention of the public in specific geographies.
While Fortune also has the same concern for reach, they say regional websites provide an opportunity to fine-tune communication based on geography.
The overall reach of regional digital news platforms is smaller than that of English digital news platforms (15 million pageviews for Loksatta vs. 120 million pageviews for Indian Express, an English platform and Loksatta’s parent company) . That said, working with a national digital information platform limits communication adjustments based on geography and reduces overall communication effectiveness. Instead, creating a mix of regional digital news platforms allows for massive reach as well as opportunities for content curation specific to the channel’s target audience, Adesara says.