Funnel Category: Ad Breakthrough
18.9% Lift
IN UNAIDED AWARENESS
Spanish ads drove 3X the lift
AMONG SPANISH-SPEAKING HISPANICS
Indeed drives incremental growth in Unaided Awareness by leveraging Spanish-language creatives to reach Spanish-speaking US Hispanics.
While Indeed’s creatives all drove lift in Unaided Awareness, in order to break through to Spanish-speaking US Hispanics Spanish-language creatives are key.
The Spanish ads drove 3X the lift among Spanish-speaking Hispanics compared to those who speak English. Even more striking is the fact that an English creative only drove +0.1% lift among Spanish-speaking Hispanics, showcasing the missed opportunity of not including Spanish-language ads in the creative mix.
Spanish creative drove a +18.9% lift
in UAC among Spanish-speaking US Hispanics
Spanish creative drove a +5.9% lift
in UAC among English-speaking US Hispanics
English creative drove a +0.1% lift
in UAC among Spanish-speaking US Hispanics
English creative drove a +7.0% lift
in UAC among English-speaking US Hispanics
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The Indeed Hispanic test identified the incremental impact of running a Spanish-language creative in front of Zefr-identified Spanish content on YouTube.
The test determined that the greatest lift was driven when Spanish-speakers were reached with Spanish ads, driving 3X the lift of a Spanish ad reaching an English-speaking Hispanic audience.
Meanwhile, the English creative successfully improved familiarity among English-speaking Hispanics, but barely moved the needle with Spanish-speakers.
Understanding this audience nuance emphasizes the importance of using ads in both languages to grow Awareness and encourage use of the Indeed platform.
Try these Zefr best practices to get more out of your YouTube campaigns:
1. Using a mix of ad units can improve frequency.
2. Retargeting with :06s Bumper ads can serve as quick reminders to viewers.
