International Advertising
Multilingual Advertising: Advertise in Different Languages
Multilingual Advertising: Advertise in Different Languages with One Day Agency
Building Global Connections With Multilingual Advertising
With countless ways to advertise online, today’s brands have amazing opportunities to expand into new territories. However, companies that want to succeed in different countries are more likely to see solid consumer engagement when their ads are produced in the audience’s own language.
Multilingual advertising involves investing effort into translating messaging and aligning marketing efforts with the 76% of online shoppers who prefer to buy from websites that display information in their native language – or who might disregard a brand without product information they can fully understand.
Of course, multilingual advertising goes beyond translating text. Brands need to think about other elements of their ads, like imagery and colours, to ensure they'll be interpreted as intended and avoid any issues around context or phrases that mean very different things in two different places.
The Advantages of Multilingual Advertising
Makes entry into new markets more feasible, as a way to achieve faster growth and wider reach while ensuring brands can scale globally without sacrificing their relevance within local markets.
Avoids wasted spending on ads that are perceived as inauthentic.
Delivers promotions in the target audience’s own language to improve credibility, ensuring that consumers in new regions are more likely to trust a brand they’re seeing for the first time.
As part of a localisation plan, multilingual advertising helps to translate the intent behind an ad campaign, recognising that a properly translated and localised promotion will outperform any generic ad.
Multilingual Advertising Model
Whenever a brand embarks on a multilingual advertising initiative, it must consider the channels and platforms each audience prefers, and how different societies consume or search for information. Here’s a look at some of the aspects of your strategy we may recommend:
Selecting location-based search engines, with localised Google Ads, and alternatives in non-UK, US or EU markets. That could mean optimising ads for Baidu in China, as one of many examples.
Picking the right social media platforms for each country, like Line and WeChat. These can be combined with global platforms such as Instagram and TikTok, but ensure that local language ads are published on the channels where audiences will most likely see them.
The concepts also apply to retail and marketplace ads, where brands can create multilingual promotions on sites like Amazon, Mercado Libre and Rakuten, depending on where they’re hoping to become established, complete with regional keyword optimisation.
Types of Multilingual Ads
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![Cross-Market Campaigns]()
Cross-Market Campaigns
The competitive advantage of a cross-market campaign is that a brand can develop a single concept and launch it in several countries, making tweaks or adjustments to the ad for each market.
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![Multilingual Search Ads]()
Multilingual Search Ads
Search campaigns that are produced in specific languages recognise that the terms and phrases users select will depend heavily on their native language and how they might express their preferences or questions in their own words.
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![Social Media Ads]()
Social Media Ads
Social media campaigns are an easy way to reach audiences in different jurisdictions, and visual ads that have been properly adapted, both in terms of language and culture, are a proven way to boost returns and engagements.
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![Video and Storytelling]()
Video and Storytelling
Businesses can reuse video and online advertising by creating separate edits for each location. Alternatively, they can add professional dubbing to change the language spoken or use basic subtitles to ensure their ads are accessible to all audiences.
Who Is Multilingual Advertising For?
Multilingual marketing is an option for any brand that wants to move beyond a single-language market and that needs to know it is aligning campaigns with each target country.
Global businesses often generate campaigns for publication across several territories, with localised translations to ensure messaging is appropriate for each.
E-commerce retailers use multi-language advertising to augment conversions, creating localised product ads on marketplaces or search engines.
Newer brands rely on multilingual advertising to improve competitiveness in target markets, creating authentic marketing to position themselves ahead of non-localised campaigns.
If you’d like to know how to build multi-language advertising into your marketing strategy, you are welcome to get in touch with the One Day team.
Why Spend Time On Multilingual Advertising?
Multilingual campaigns can make it considerably easier for brands to unlock access to new customer bases, as a tried and tested way to achieve sustainable growth. It delivers:
Expanded reach into new territories
Increased conversions and click-throughs
Long-term returns by building customer loyalty
Creating location-specific ads is also a great way to minimise risks, with numerous high-profile instances where even big-name brands have damaged their reputations and credibility by using poorly translated ads.
How Can One Day Help?
One Day has years of expertise in building cross-channel and multinational campaigns, ensuring each ad or promotion is fully adapted to every location, audience or country in which it is being published.
We create ads that feel native, based on cultural insights, audience research and media buying expertise, verifying that ad placements are linguistically accurate and culturally appropriate, helping our client brands expand with confidence.
Latest International Campaigns.
See below our selected work in international advertising.
Technology Services - International OOH Campaign
FMCG - Out-of-Home Campaign in Ireland.
Non-Alcoholic Beer - Out-of-Home Campaign & TV
Meet the Media Planning Team
Klaudia
Head of Department
Shelby
Media Planning & Buying
Scott
Media Planning & Buying
“Multilingual advertising is about creating campaigns that show your target audiences you’re part of their culture and that you understand their needs – and are a brand that makes an effort to ensure your ads are easily accessible in each location. Trust and connection are the fundamentals that can turn an international campaign into measurable global growth.”
Ricardo Seixas, Founder and CEO, One Day Agency
Frequently Asked Questions.
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Assuming that every campaign should be only in English can be a mistake. English is, of course, widely spoken, but customers in other countries are more likely to engage with a brand that communicates with them in a language they know.
Multilingual advertising is beneficial for any company that wants to expand into different regions and ensure they’re not creating a ‘trust gap’ by being unrelatable or expecting the consumer to make the effort of translating their messaging.
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As many as you need it to! A lot will depend on your goals or the number of jurisdictions you want to expand into. You might, for example, be best advised to start with one or two languages that are a priority or opt to roll out multiple campaigns in numerous markets all at once.
One Day can provide more targeted advice on request to help identify those specific languages and audience locations that will generate the best returns.
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