Glance Rides on Lock Screen Content in Regional Languages
A top official from mobile advertising giant InMobi has revealed that an increasing number of users on the lock screen platform Glance are consuming content in regional languages. This trend has been steadily growing quarter by quarter, highlighting the importance of communicating in regional languages to connect with consumers across different regions.
According to Vasuta Agarwal, the Chief Business Officer of Consumer Platform Advertising at InMobi, brands are adapting their content to cater to regional markets and better engage with local consumers. Glance’s platform data reveals that 60% of its users come from tier-1 cities, while the remaining users are from tier-2 and tier-3 cities. Most of these users consume content in vernacular languages, and this percentage continues to increase with each passing quarter.
With the rising popularity of smartphones and internet access, consumers in non-urban areas are seeking content in languages they understand best. By providing regional language content, Glance is able to bridge this gap and cater to the needs and preferences of a diverse user base.
This shift towards consuming content in regional languages reflects the evolving landscape of digital advertising. Brands are recognizing the need to connect with consumers on a more personal level, using language as a tool to build strong relationships. By delivering content in vernacular languages, brands can effectively engage with consumers and create a deeper sense of trust and loyalty.
Glance, the lock screen platform developed by InMobi, offers a unique opportunity for brand advertisers to reach a wide user base through localized content. It provides a seamless experience for users, allowing them to access relevant and interesting content directly from their lock screens. This convenience, coupled with content in regional languages, has contributed to the growing popularity of Glance in tier-1, tier-2, and tier-3 cities.
The emphasis on regional language content not only benefits brands but also empowers users by providing them with information and entertainment in their preferred languages. This inclusive approach has resulted in a positive response from consumers, leading to increased engagement and retention on the Glance platform.
As the number of internet users in non-urban areas continues to grow, the demand for regional language content will only increase. Brands that recognize this trend and adapt their strategies to provide localized content will undoubtedly have a competitive edge in connecting with these consumers.
In conclusion, the increasing consumption of content in regional languages on Glance’s lock screen platform demonstrates the importance of adapting to the preferences of regional markets. Brands that effectively communicate in vernacular languages can build stronger connections with consumers and establish a loyal customer base. With Glance providing a platform for this localized content, both users and brands can benefit from a more personalized and engaging digital experience.
