Ad Transferability Lessons Learned
In this paper we look at the risks and complexities of ad transferability, seeking to improve an advertiser's chances of making creative successfully transfer across borders.
Transferring an ad across markets might seem tempting if budgets are being squeezed, or if the intention is to replicate the ad’s success from the first market. However, transferring ads can be unpredictable. The same ad tested in different countries, even within the same region, does not always perform in the same way.
In this paper we look at the risks and complexities of ad transferability, seeking to improve an advertiser’s chances of making creative successfully transfer across borders.
