Running ads in Eastern Europe and the CIS? If you're not localizing your content, you might be missing out on most of your potential audience. Let's explore why localization is essential in these markets.
Why localization matters
What works in one market can fail in another if you don't consider local perspectives. German retailer MediaMarkt learned this lesson the hard way. Their ads used a pig mascot — a symbol of good luck in Germany. But Russian audiences were not impressed by the animal choice, as pigs are often negatively labeled as “sloppy” or “dirty” in Russia. This cultural mix-up ended up hurting the campaign's success.
Another bad idea is using slang: there’s always a chance that your non-native speaking audience is going to miss the point. Take this baggage claim sign at JFK international airport in New York as an example. It says: “If someone is offering you a ride, they might be trying to take you for one.” Since the main target audience is probably people from other countries that may not be fluent in English, using an American English idiom is a poor choice, no matter how good the pun is.
And it’s not just about banners — everything piece of content can be localized, including landing pages, newsletters, notifications, etc.Let's explore five ways to make your ads work better in Eastern European and CIS markets:
Step 1. Speak your audience's language
People strongly prefer to buy products in their own language. According to Common Sense Advisory, 76% of buyers want information in their native tongue, and this jumps to 89% for non-English speakers. In the CIS region, where only 5-10% speak English, getting the language right is crucial.
Here's what this means: savvy brands create entirely different ads for audiences in Kazakhstan and Uzbekistan instead of just translating from Russian. Why? Because Russian wordplay often misses the mark in Kazakh or Uzbek. The result speaks for itself — in Kazakhstan, Kazakh-language content sees 70% more engagement than its Russian version. Every CIS country has its own language preferences, and following them makes your ads even more effective.
Step 2. Build trust with cultural awareness
The CIS region is incredibly diverse, both culturally and religiously. Campaigns that focus on personal success can do well in Russia, whereas in Central Asia, collective well-being and community content generally resonate more.
The calendar year offers different opportunities in each market. During Ramadan, Central Asian audiences engage well with ads about family gatherings. New Year looks different too — Russia and Belarus see peak holiday shopping with gift-focused campaigns, while spring brings Nauryz celebrations in Central Asia, perfect for community themes. Even when holidays overlap, like Orthodox Easter and Eid al-Fitr, each needs its own clear approach.
Step 3. Navigate local regulations
Each country has its own set of advertising rules, and they get surprisingly specific. Take Russia, one of the region’s most regulated markets: all ads must include “Реклама” (advertisement) labels in a specific font and size. Social media ads, especially those targeting children, require additional disclaimers to meet strict regulations. And industries like healthcare and finance face even more complex requirements, with ads needing pre-approvals and mandatory warning messages.
These detailed rules change across the region, and missing them can be costly. This is why working with local experts makes a real difference to your campaign's success.
Step 4. Make your budget work harder
Well-localized ads often cost less to run because they get more engagement. When your ads speak the local language and hit the right cultural notes, advertising platforms reward you with better quality scores and lower costs per click.
It's simple math: would you rather spend your budget reaching a large audience that scrolls past your ad, or a smaller one that actually engages with it? Good localization helps you connect with the right people, making every advertising dollar work harder.
Step 5. Test your ads with local experts
Before launching a campaign, always try out your creative ideas with local experts who understand the language, culture, and unique nuances of your target market.
And don’t forget to go over any scheduled campaigns whenever big events happen.
Take Nike's example: they advertised tennis wear with the promise "to outduel the fiery conditions" right when Australia was fighting terrible bushfires in 2020. Of course they meant staying cool during tennis matches, but the timing was off.
What tools can help you localize content better?
Want your local audience to consider you as one of their own? Yango Ads Campaigns service, Internal Creative Bureau, will make your ads resonate.
Creating effective campaigns for Eastern Europe and the CIS takes more than translation. With over 300 creative professionals — including local copywriters, designers, and translators — we understand these markets inside out.
Getting all these specialists in-house would cost you over $20,000 monthly in salaries alone. We offer you access to the same expertise and production forces without having to pay extra. Think of it as having a full creative team at a fraction of the cost.
Whether you need banner ads, articles, content localization, or complete digital campaigns, our team handles everything from creative strategy to final execution. No need to coordinate between multiple freelancers or agencies — you get all the expertise you need in one place, with one point of contact. Think of it as having a full creative team at a fraction of the cost.
Contact your Yango Ads manager to learn more about ICB creative solutions.
Before you go
The CIS region offers access to 290+ million potential customers. Success here means speaking their language, respecting their culture, and following local rules.
