Sapna Chadha, Senior Director of Marketing for SEA & India, Google, talks about YouTube’s first-ever regional language Ads Leaderboard
Move over Hindi and English. Regional language dominates both content and ad stream in YouTube.
YouTube’s first-ever regional language Ads Leaderboard released today signals a clear consumer preference for vernacular content online. Marketers are also jumping on to the trend of using a vernacular content strategy to maximize reach and access.
Interestingly, the list of the top 10 most watched ads through the second half of 2020 includes advertisements in six regional Indian languages, Tamil, Malayalam, Bengali, Marathi, Kannada and Telugu.
Marketers have realized how consumers are more likely to consider a purchase when they are reached in their preferred language.
Sapna Chadha, Senior Director of Marketing for SEA & India, Google, spoke to e4M on how languages are the taking the lead on Youtube, brands that stole the show, scope for marketers when they reach out to their consumers in local languages and how Google helps them do that.
Excerpts
Voice and languages are the future of internet and marketers are realizing it too. Tell us a little about the kind of demand you have seen in vernacular advertisements.
“Today, 1 out 3 Indians consumes online video. YouTube’s appeal is in its ability to host diversity of content, which includes languages, and build strong, authentic connections based on this. What’s heartening to see is that brands are being agile, and creating marketing assets especially to reach users in different languages. This first regional leaderboard is a sign of the times, and consumers can expect more memorable language advertising in 2021 on YouTube.”
We've been looking at trends for years now. But what we're seeing today is unlike any other time and I think we're seeing signals that users want to have content given to them and brands talk to them in their language. India's digital transformation will be incomplete if English proficiency continues to be the entry barrier.
As an advertiser myself, we've evolved a lot as we talk as Google to India. Language is playing even more important part of the story from an advertiser standpoint and all that is coming because we see what is happening on the user side. So one thing impacts the other.
What we're seeing on YouTube is even more unprecedented. For online videos in India, we're now reaching over 325 million unique Indians every month and it's the number one platform for accessing videos in regional languages.
With over 500 million Indians online now and with time spent online only going up, we are seeing a preference for choosing to consume in local language and there is no better place than YouTube to do this. We're inspired by how advertisers are leaning into this and choosing a local language over English today.
The leaderboard signals that shift in consumer preference for regional languages, and specifically ads online. Google and YouTube are really leaning into this language space. This is not a trend or fad that is a one-time thing. You are going to see this much more from us over the times to come.
Is it just the regional brands or we have national brands too who are taking to advertising on YouTube in vernacular languages? Help us with some examples.
We're seeing national brands like Asian Paints, Kodak, PolicyBazaar, Games24X7 come on board. There’s a clear market shift towards vernacular and digital advertising that we're seeing and I think these are brands that are smart in terms of driving performance and driving impact
So we are seeing national brands as well as local ones who are taking to vernacular language advertising.
YouTube’s top regional language ads for July-December include-
- Tamil: The Taste of India by Amul
- Malayalam: #MassEntri with Entri App! by Entri App
- Bengali: Goodknight Gold Flash | No more disease-causing mosquitoes by Goodknight
- Marathi: ???????? ?? ?? ???????? ?????? ???? ???? ???? ??????????? | ?????? ???????? by PNG Jewellers
- Kannada: Sudeep+Body by BYJU’s
- Tamil: Muhurat At Home by Kalyan Jewellers
- Telugu: ??????? & ???????? ????????? - ????? ???????? ???? ????(to be checked) by
- Kannada: India’s biggest offers begin tomorrow with #TheBigBillionDays! by Flipkart
- Bengali: #CloserThisRakhi by Cadbury Celebrations
- Bengali: Sujit Chattopadhyay - A retired school teacher home schooling underprivileged children by Colgate India