Original Miami Beach Antique Show Layers Language Targeting on Online Ads

Encore client, The Original Miami Beach Antique Show, used a multi-layer targeting strategy to focus the millions of online display ads it ran to drive attendance for its 55th edition, which wrapped up last Monday with nearly 1,000 dealers participating from 30 countries.

We want to highlight one specific targeting layer of the campaign because we believe it is underemployed by event marketers.

The show organizer used language targeting for ads sourced programmatically to better reach the fast-growing Hispanic market, which represents $1.5 trillion in buying power in the U.S. Most specifically, Miami is one of the largest Hispanic markets in the U.S. – over 65% of the population is Hispanic.

In addition to scaling the campaign’s reach by delivering ads to people who consume online content in Spanish (not just in English), language targeting also enabled the organizer to deploy language-specific creative assets based on the language selected in a user’s browser settings and other online signals.

This targeting strategy enabled people to see ads written in the language they prefer thereby increasing relevancy.

Language was layered on top of the campaign’s other targeting variables i.e. behavioral, geographic, etc., which helped further drive engagement through highly relevant ads.

Consider that the ad buys with this Spanish language targeting had a much higher CTR than the English language ad buys and drove significant incremental traffic at a 44% lower CPC, and you can see the value in this targeting layer.

Whether you are targeting cities or countries where large populations speak different languages, or a global audience representing many languages, language targeting will enable you to have a more relevant exchange with your target audiences.

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Posted on February 10, 2016