Thomas Berolzheimer

Business Intelligence Analyst

Top Creatives February 2014

For this month’s Top Creatives, we chose to focus on some of our (and the global economy’s) fastest-growing countries: Brazil, Russia, India, and China (BRIC). We were particularly interested in seeing if the same creative best practices that we’ve learned from some of the English-speaking markets, still carry over to these large and growing markets.

 

Since we are talking about countries that speak other languages besides English, we thought it would help to provide suggestions on whether to localize your creatives based on Country and OS. Make sure that you know that these suggestions are based on surveying the top performing creatives by CTR.

 

While general best practices will remain constant, the decision to localize should be based on trends that can change month-to-month. That being said, every advertiser has their creative performance data available to them, so we encourage everyone to test new creatives to figure out what works best for you.

 

Let’s review the top-performing creatives in the BRIC countries and see if they’re English or localized language ads.

 

iOS

 

As a general iOS best practice, advertisers targeting these countries can feel safe using their English creatives–almost all of the Top 10 creatives in these countries were in English.

 

 

  1. Feature one of your characters
  2. Make sure you let people know that your app is now free
  3. If you have awesome graphics show them off on devices
  4. Build on themes of your app’s category
  5. Customize your creative for the season’s holidays

 

Should you localize your creatives?

  1. Brazil – Use Portuguese and test English
  2. Russia – Use Russian and test English
  3. India – Use English
  4. China – Use Chinese and test English

 

Google Play

 

Localization is more important on Google Play. For instance, Russia’s top performing creatives were almost all in Russian and some of the top creatives in Brazil were in Portuguese.

 

 

  1. Showcase your games characters
  2. Localize your creatives and test them against non-localized creatives
  3. Use converging lines to draw the viewer’s eyes to one spot on the creative
  4. Display how the game looks on a device

 

Should you localize your creatives?

  1. Brazil – Use Portuguese and test English – Creatives that had both English and Portuguese copy experienced comparable performance.
  2. Russia – Use Russian and test English – Creatives that had both English and Russian versions experienced much better performance with the Russian copy. The difference was often a CTR improvement of 1-2 percentage points. An added bonus for these advertisers was they also performed better on the click to install conversion.
  3. India – Use English
  4. China – Use Chinese and test English

 

Amazon

 

Conversion rates are great on Amazon in nearly every country. If you have an Amazon app, make sure that people with Amazon devices know about it by starting an advertising campaign targeting all countries.

There was one creative that took the number one spot as top creative on the Amazon platform for all four BRIC countries.