Thought Starter: Ad Transferability – Global Lessons Learned
Thoughts and ideas from Ipsos ASI to stimulate your media planning and ad development
Even when starting with airable copy in one country, some ads just don’t transfer well. We see that one third of the time (33%) an ad should not be aired at all in a second country, and another third of the time the ad needs optimization or tweaks before it should be aired. Only 34% of the time can an ad be aired "as is" in two countries.