AIM-ing for better digital reach
Star Media Group offers premium platform for marketers
EMILY K. emilyk@thestar.com.my
EVER wondered whether paid digital advertisements are actually reaching their target audiences?
To enhance advertisers’ digital advertising strategies, Star Media Group Bhd launched AIM, a digital breakthrough that enables advertisers to maximise reach across the group’s digital network, preventing wastage on unseen impressions.
As the first local media company to offer 100% guaranteed viewable impressions through AIM, ads are directed to an identified audience group based on demographics, interests and behaviour when they surf the Internet.
Star Media Group chief digital officer Roy Tan said the digital landscape was advancing rapidly and it was essential for marketers to target the right audience, at the right time, with the right content.
“Viewability has been a challenge globally and locally, especially in the digital world due to ad fraud and so on. “With AIM, we offer a premium platform where brands can effectively target the audience we know best,” said Tan.
With 13 audience segments catering to various interests and audiences, brands can choose their target segments for more effective campaign exposure.
The 13 segments are business, investors, property, automotive, fashion and beauty, entertainment, food, sports, travel, health, job seekers, Malay literate and Chinese literate.
With this premium first-party audience targeting platform, AIM will help address issues faced by advertisers while offering brand assurance and quality audiences, transparent ad placements and pricing, 100% viewability across all platforms, remarketing across a diversified network and zero surcharge on rich media and video with a minimum buy of one million impressions per campaign.
“As a leading media company offering comprehensive content from news, business, automobile to entertainment, I believe AIM will definitely help us meet our clients’ interests more effectively,” Tan added.
With more than 5.5 million visitors monthly across Star Media Group’s platforms, marketers can be assured of a superior catchment base of target audiences.
During the launch, Click Academy Asia founder and principal trainer Ang Eu Gene stressed the importance of raising awareness on ad fraud. “A verified audience platform is essential in addressing the current issues to minimise wastage. “The solution is there, it boils down to whether the public know how to look for it,” said Ang, adding that only then could the market grow.
“I’m confident that AIM will be a game-changer, not only for Star Media Group, but also for the local digital scene. “This digital platform will address a number of issues marketers face today when it comes to digital advertising,” said Star Media Group group chief operating officer Calvin Kan.
Held in Menara Star, the event saw the attendance of more than 200 clients and agency representatives and was made more fun with a lucky draw.
As part of the launch, Star Media Group is offering special Gold Package and Silver Package with up to 40% additional impressions until June 30.
“We’re hoping to add more segments once we have more data points and achieve 100% rich media on mobile,” said Tan, adding this aimed to strengthen and maintain clients’ trust and confidence.
Formerly known as Star Publications (M) Berhad, Star Media Group is a media company with a presence in seven main segments namely print, digital, radio, TV, events and training, including the local leading English daily The Star which has more than 1.4 million readers.
For enquiries, call 03-7966 8388 ext 8370 (Wei Sin), ext 8274 (Pui Kar) or email advertising@thestar.com.my
