It’s bedtime, and before calling it a night, you decide to watch a few YouTube videos to unwind. As you scroll through YouTube’s suggestions, a clip catches your eye—it’s a prank video from a South Korean channel.
The video is hilarious, so you watch it a few times. Satisfied, you finally go to sleep. The next day, you open YouTube again and play one of your usual videos, but this time, an ad appears that you’ve never seen before.
It’s a commercial for a food seasoning sold only in South Korea. The actors are clearly Asian, and they’re speaking Korean—a language you recognize from all the K-dramas you’ve watched.
This is YouTube’s algorithm in action. It considers your past searches and the types of videos you watch to figure out your preferences.
But we’re not here to discuss how the algorithm tracks your every move. Instead, let’s talk about the type of ad you saw and why it only showed up now.
That ad is a type of localized ad. It’s an advertisement specifically tailored to reach audiences in a particular geographic area, often using language, visuals, and cultural references relevant to that location.
These ads are designed to resonate more with local audiences by addressing their unique needs, preferences, and context. They are especially effective for businesses that rely on local customers, like retail stores, restaurants, and service providers.
So, was the YouTube ad you saw really a localized ad? While it clearly targets a market outside the US, that market might still encompass all of South Korea rather than a specific city or province, as the term “localized” is commonly understood.
The truth is, the meaning of “localized” varies depending on the scale of the business running the ad. For a small bakery or retail store, it might mean targeting a specific neighborhood or part of a city. For a global brand, it could mean targeting a particular country or even an entire continent.
There are many ways to localize an ad, and it all comes down to tailoring certain elements. You might choose a theme that aligns with the culture of the target market, feature an influencer popular with that audience, or use the local language. The approach depends on the specific audience within your targeted location.
One of the most well-known examples of a successful localized ad campaign is McDonald’s “I’m Lovin’ It” series, which adapted its global slogan for different countries by highlighting menu items and cultural references unique to each region.
In Japan, McDonald’s ads promoted seasonal items like the Teriyaki Burger to appeal to Japanese tastes, and they featured cherry blossom visuals to capture a local sense of springtime nostalgia.
This approach helped McDonald’s connect with local customers by celebrating regional flavors and cultural moments, rather than simply pushing a generic global brand message.
Another great example is Coca-Cola’s “Share a Coke” campaign, which originally featured popular names on bottles and cans. In different countries, Coca-Cola adapted the campaign by using locally popular names and even colloquial phrases.
In Australia, where the campaign began, names like “Mate” were added to resonate with Australian culture. When it launched in China, the campaign used affectionate phrases instead, since personal names aren’t commonly used there.
This customized approach made people feel that Coca-Cola understood their culture, and the campaign significantly boosted sales and brand engagement worldwide.
Nike has also used localized ads to make a huge impact, particularly in China with its “Greatness Never Stops” campaign. Instead of featuring global sports icons, Nike showcased Chinese athletes and highlighted sports like table tennis, which is widely popular in China.
By focusing on local heroes and sports, Nike tapped into national pride and inspired its Chinese audience to pursue their athletic potential. This strategy increased Nike’s popularity and brand loyalty in China, demonstrating the power of local relevance in a competitive market.
IKEA’s localized ads also illustrate this strategy effectively. In the United States, IKEA ran ads showcasing how their affordable furniture could make a big difference in small city apartments, acknowledging that space is a common issue in urban areas.
In contrast, in Saudi Arabia, IKEA adapted its catalog to respect local cultural norms, even modifying some product imagery to be more culturally sensitive.
This approach resonated deeply with local consumers and reinforced IKEA’s image as a brand that values and respects its customers' cultures.
As an online seller, you can tap into a similar audience reach, especially if you’re using a global platform like Amazon, eBay, or Walmart.
By tailoring your ads to connect with different local audiences, you can enjoy the same advantages these global brands have found in running localized campaigns.
Just how powerful are localized ads?
Localized ads are powerful because they feel more personal and relevant than generic ads, which leads to higher engagement and better results.
Research shows that ads customized for local markets are up to 70% more effective in creating emotional connections. When people see ads that reflect their daily lives or culture, they’re more likely to remember the brand and consider buying its products.
In the US, localized ads can help businesses target specific regions effectively. A clothing brand, for example, could promote warm jackets in the Northeast for winter, while advertising lighter jackets in California.
This type of ad speaks directly to each region’s needs, leading to better engagement. Google reports that ads targeting specific locations have a 28% higher click-through rate than non-localized ads.
Outside the US, localized ads can work just as well. Coca-Cola’s “Share a Coke” campaign increased Coke sales in these regions by 7% during the campaign.
Think of it like talking to a friend—if you use shared language and topics, the conversation is engaging. Localized ads are similar, making the brand feel familiar and trustworthy. Studies even show that personalized ads can boost purchase intent by 20%.
What should you keep in mind when creating localized ads?
Start by examining customer data to find your key markets. For example, if you sell outdoor gear, focus on states like Colorado or Oregon, where outdoor activities are popular.
Using local language and imagery can make your ads feel personal. For instance, a clothing brand could appeal to Texans by mentioning “hot Texas summers” or connect with New Yorkers by referencing cold winters.
Also, incorporating visuals of sunny beaches for California or open landscapes for the Midwest can make your ads more engaging.
Take advantage of social media’s geotargeting options on platforms like Facebook and Instagram to reach specific areas, like colder regions for winter products.
Partnering with local influencers is another smart move. They can add credibility and make your brand feel familiar to local audiences. For example, a sustainable beauty brand might work with an eco-conscious influencer in Portland or San Francisco.
Timing is important, too. Consider launching offers around local events, like promoting fitness gear around a marathon or winter items for northern states during the holiday season.
Highlighting customer reviews from specific areas, such as “Loved by customers in Chicago!” can also help build local trust.
Lastly, test and adjust your ads to see what works best in different areas. By refining your approach, you’ll gather insights that make future campaigns more effective.
Localized ads let your brand feel like a “local shop” even when selling nationally, making it easier to connect with audiences across the US.
Hopefully, this has given you a clearer picture of how localized ads can help your online business connect with audiences on a deeper level, whether in the US or beyond.
By understanding how global brands tailor their ads for specific locations, you can apply these strategies to make your own ads more personal, relevant, and effective.
Remember, localized ads aren't just about selling—they're about building trust and connection with your customers, one region at a time.