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Local insight provides digital advantage

The importance of local knowledge to the success of brands across digital ads is the focus of a new report unveiled at Cannes 2010.

Digital across Cultures lists the top 50 digital ad campaigns from a host of markets around the globe. The report is the result of a collaboration between marketing agency Textappeal and international media network Columbus Media. 

One of the chief findings outlined in the report is the different approach taken by brands when addressing national and cultural boundaries, with some of the most successful using the differences to regionalise their campaign when others are trying transcend them.

Textappeal’s founder and chief executive, Elliot Polak said: “Digital across Cultures provides evidence that the web is as ‘hyper-local’ as it is ‘super-global’.  It shows that the deeper an understanding that brands have to which local mores can or hinder their digital campaigns, the greater their success.”

As a result of the research, five universal themes have been identified on how bands can make effective use of their digital output these are: Push the boundaries; Find what’s fun; Make sense; Seize the story; Go ‘hyper-local’. More than 500 campaigns were considered from 100 different markets in compiling the top 50.

The report took in the insight of 20 global and regional heads of international brands including adidas, Facebook, LG and Mercedes. Textappeal then surveyed 1,470 local marketing strategists from across the globe while Columbus Media consulted 28 partner agencies in a host of countries.

Josh Colley, London