Maximizing Campaign Effectiveness with Device Language Targeting
In today’s world, consumers increasingly expect personalized advertising experiences. This includes receiving messages in their preferred language, an important factor in advertising campaigns. In this context, Device Language Targeting (DLT) is a powerful tool that helps advertisers deliver the right message to the right user. DLT enhances campaign performance by driving higher engagement with more relevant content.
Understanding Device Language Targeting
Device Language Targeting adapts ads to the language setting on a user’s device rather than relying on regional data alone. This method ensures that ads are delivered in their preferred language when it differs from the region’s dominant language. DLT helps advertisers avoid misaligned messaging that could alienate users by focusing on user preferences over regional norms, having them receive ads in a language they are comfortable with.
Incorporating Device Language Targeting into your UA strategy
Device Language Targeting can be integrated into UA strategies in various ways. One option is to create standalone campaigns specifically designed to target users based on their device language. This approach works particularly well when addressing specific user segments or regions with diverse language preferences.
For brands running global campaigns, DLT is a valuable tool for dynamically adjusting content based on the user’s language without developing separate campaigns for each country. For example, in a worldwide (WW) campaign, ads can be presented in multiple languages depending on the user’s device setting, creating a more personalized experience without added complexity.
Reaching the right user at the right time
Device Language Targeting is uniquely positioned to help marketers deliver precise and relevant content by targeting users in their preferred language. Rather than creating separate campaigns for each language, DLT enables dynamic creative adjustments based on the user’s device settings, ensuring that the message aligns both culturally and linguistically.
This approach proves especially valuable in multicultural regions where users commonly speak languages other than the area’s primary language. For instance, a Liftoff gaming customer ran a UA campaign in Canada with English creatives, only to discover that 21% of their spend reached French-language devices. To address this, they launched an incremental DLT campaign specifically targeting French-language devices with French creatives. This adjustment not only increased the overall campaign’s ROAS by 20% but also enabled the campaign to scale by 21%, while sustaining these positive results.
Delivering content in a user’s chosen language enhances message relevance and creates a more personalized experience. When content feels tailored, users are more likely to engage, leading to higher click-through rates and conversions. Additionally, effective language targeting goes beyond translation; it incorporates cultural nuances, idioms, and symbols that resonate deeply with audiences, further improving engagement and campaign performance.
Unlocking the full potential of Device Language Targeting
The benefits of Device Language Targeting extend beyond personalization. By tracking user engagement based on language preferences, marketers also gain valuable insights into audience behavior and campaign performance, which helps refine future strategies. Additionally, ads delivered in a user’s preferred language feel more relevant, making it more likely that users will spend time engaging with the content. This approach can reduce bounce rates and increase conversions.
In conclusion, Device Language Targeting is a powerful personalization tool that drives better user engagement and improves overall campaign performance. As advertisers aim to maximize the effectiveness of their UA strategies, incorporating DLT can make a significant difference. Whether you’re testing new standalone campaigns or integrating DLT into your existing efforts, Liftoff’s team can help you take the next steps toward success.
Ready to explore device language targeting as part of your UA strategy? Contact Liftoff’s team today to learn more.
