Google India on Wednesday launched Telugu language support for two advertising products, Google AdWords and Google AdSense, which it expects to facilitate Telugu web publishers and advertisers reach out to a large base of Internet users in the language.
“What this means is that a business wanting to connect with end users in Telugu or publishers who put out content in Telugu can actually start doing so from today. Before this, it was impossible,” said Shalini Girish, director-Google Marketing Solutions, Google India.
She was speaking at a programme in the city where Google vice-president (South East Asia and India) Rajan Anandan, announcing the Telugu language support for the two products, highlighted how making Internet accessible and useful in Indian languages was very important.
“Advertisers would now be able to develop rich and seamless campaigns to target their audience through Telugu-language search and display ads. In addition to that, content creators and publishers who have blogs and websites in Telugu will be able to sign up for Google AdSense and run ads and attract advertisers from across the globe,” a release issued by the company said.
Stating that Google offered similar support for Hindi, Bengali and Tamil, Ms. Girish said the total digital advertising spend was around $2 billion of which the share of Indian language advertising was 5%.
By 2021, this spend is expected to be $4.4 billion and the share of Indian language advertising 35%.
She, however, declined to share what the numbers are for Google.
Mr. Anandan said nine out of 10 new Internet users in India prefer consuming content in their native language.
The number of users that use the Internet only in their own language is 240 million, which is expected to cross 500 million by 2021. There, however, is not enough local language content available even in Hindi, he said.
Lack of monetisation
“One of the big reasons we don’t have enough content on the Internet in local language is the lack of monetisation,” he said, highlighting how Google’s support would make it sustainable and viable for existing publishers porting their Telugu content online as well as several new content creators.