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Using Multivariate for Geo Localization


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In the last few years, the rapid development of more advanced targeting capabilities for mobile programmatic media buying has paved the way to creating a new set of creative possibilities. Thanks to location data, mobile devices now allow marketers to target users on an even more granular level.

But the evolution of technology available to marketers is not limited to location data. Rich data, such as audience segments, can be combined with location data, allowing creative teams to work for a better targeted, localized, and personalized final product.  

How does location-based advertising work?

The basic principle of location-based advertising is not just about getting audiences to see an ad at the right place, it’s also what they see in an ad that will stimulate them to react. Imagine yourself walking through a suburb. You’re on your phone and see an ad for 30% off pants at H&M. Great, but there isn’t an H&M within a hundred miles of where you are, so you close the ad and forget about it. But seeing the same message while walking in downtown San Francisco where there is an H&M store nearby will much more likely command your attention.

Reasons for Geo Location

Location-based advertising gives app marketers the possibility of tapping into new territories on the track of wider audience reach. This allows them to alter their message based on their target users’ geographic locations.

The right app marketing strategy, combined with joyful, geo-targeted, and localized creative, will lay the groundwork for the expansion of your user base. All marketers are familiar with user acquisition models; however, acquiring users outside the usual territory requires much more creative localization.

Using Multivariate

Multivariate testing is the most advanced form of creative optimization. It is the process of testing and comparing different creative variants or combinations of ad elements to identify the variant that is more likely to deliver the best results for a particular campaign. Leveraging multivariate testing for creative ad geo localization allows for fast and more efficient campaigns and better return on ad spend.

Step 1: Language as variants

Creative variants need to be built from the ground up with localization in mind. Mobile ads have very little room for graphics and text, which means every letter counts.

Serving an ad to a prospective user with the wrong language won't only be a wasted impression, but can run the risk of confusing the intended target. In the U.S., app marketers normally incorporate one language into their creatives, but in European countries creatives must be translated into 24 official languages to reach the targeted user base. This requires marketers targeting all European countries to develop a creative with 24 different text iterations, i.e. 24 creative variants.

However, it’s not only translation that matters. Different cultures have different tastes. A creative that appeals to North American audiences may not appeal to Asian or European audiences. True ad localization takes into account the cultural preferences of the target audience. So a truly localized ad should reflect this difference beyond mere translations.

Step 2. Using Geo Rules to automate targeting

After creating language variants, you will need to set some geographic rules or criteria. An intelligent DSP like Aarki will have tools for you to work with, making workflow easier and faster. For example, Aarki Encore can accept CSV files where you can add multiple countries with the same languages. For example, if your creative ad is in Spanish, the geo rule will be applied to Spain, Mexico and Argentina. This will allow you to run and automate targeting for the different locations.

At Aarki, we believe that localization is essential to mobile advertising campaigns. We offer the best technology features and capabilities to execute smarter, faster, and more effective ad creatives.

Topics: Programmatic Advertising, Ad Creative