Localisation
Localisation is rewriting an ad for a market rather than translating it into a language. The hook, the length, the claim and the voice all change; only the offer and the footage usually survive intact. A translated hook rarely works, because hooks depend on idiom and rhythm that do not cross languages.
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Why it matters
The English ad won because of a specific phrase, a specific rhythm, and a specific cultural reference point. Translate it and you keep the structure while discarding the reason it worked.
How to apply it
| Element | Localised properly | Translated only |
|---|---|---|
| Hook | Rewritten to native idiom | Literal, usually flat |
| Script length | Adjusted, German runs longer | Same, so the read is rushed |
| Claim | Checked against local rules | Copied, sometimes not permitted |
| Voice | Native read for the market | Accented or mismatched |
| Captions | Re-timed to the new read | Out of sync |
| Footage | Usually unchanged | Unchanged |
- Keep one footage library. Footage is language-agnostic.
- Generate a native script per market rather than translating the winner.
- Have a native speaker review the first batch per language.
- Expect different winners per market, and do not force the English winner's angle.
What people get wrong
- Translating the winning ad and expecting the win to travel.
- Ignoring length drift between languages, which breaks a timed script.
- Reusing claims across jurisdictions with different advertising rules.
- Running one creative per small market, where audiences saturate faster.
Frequently asked questions
What is the difference between translating and localising an ad?
Translation converts the words. Localisation rewrites the ad for the market, including the hook, the length, the claim and the voice, keeping the offer and usually the footage.
Which languages does Genyad write ads in?
English, German, French, Spanish, Italian and Hindi, written natively in each rather than translated from English.
Do I need a native speaker to check the output?
For the first batch in a language, yes. Spot-checking is usually enough after that.