Take any local language website in India and you have to look hard to find a vernacular ad. Needless to say, English language websites have none in local languages.
This, despite a significant surge in Internet usage in India, especially in regional languages. According to a June report by Internet and Mobile Association of India and market research firm IMRB International, about 127 million, or close to half of the 269 million Internet users in India, consume content in local languages. This was a 47% jump year-on-year.
“If I show an ad to a south Indian in English, my click-through-ratio (CTR) or the ratio of people who click on an ad, is 1%. When I show a language ad to the user I get a CTR of 11%,” said Chirag Shah, co-founder, seventynine, a subsidiary of SVG media Pvt. Ltd, which helps serve video ads on mobile apps.
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