Media matters: Star launches audience targeting platform for advertisers

• Direct ads to target audience based on demographics, interests, behaviour
• Advertisers can choose from 13 preset audience groups

STAR Media Group has launched its Audience Interest Marketing (AIM) digital media platform, which it said would allow advertisers to direct their ads to an identified audience group, based on demographics, interests, and behaviour.
 
AIM would allow brands to enhance their digital advertising strategy and maximise their reach across the Star Media Group’s digital network, the company said in a statement.
 
Star Media Group, formerly known as Star Publications (Malaysia) Bhd, publishes Malaysia’s No 1 English daily The Star and various magazines and online portals, and also has business in radio (Red FM, CapitalFM, 988 and SuriaFM) and television (Li TV).
 
“I am confident that AIM will be a game-changer not only for Star Media Group, but for the local digital advertising scene,” said group chief operating officer Calvin Kan.

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Star Media Group digital assets include news portals (The Star Online and mStar), and other dedicated to various verticals, such as property, recruitment and motoring.
 
With AIM, brands can now leverage this network of online portals and choose from 13 preset audience groups to target – including business, investors, property, automotive, fashion and beauty, entertainment, food, sports, travel, health, job seekers, as well as Malay-literate and Chinese-literate audiences.
 
“Globally as well as locally, [advertising/ marketing] campaigns have proven to be poor in viewability,” said its chief digital officer Roy Tan.
 
“Star Media Group addresses this by offering a premium platform where brands can effectively target the audience we know best,” he added.
 
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