BuzzCity launches ‘Urban Clusters’ for mobile advertisers
By Digital News Asia July 6, 2015
- Geo-targeted ads across emerging markets for better performance
- Mobile advertising in Malaysia and India saw 17% and 13% growth
MOBILE advertising network BuzzCity has launched its Urban Clusters feature, which it said would allow advertisers to better identify, and target key groups in cities across its emerging markets such as India, Indonesia, Malaysia, South Africa and Thailand.
In 2015, emerging markets will drive global advertising spending, with the advertising market projected to grow by 10.7% over the next three years, the company said in a statement.
Urban audiences are a large draw for advertisers in key territories such as Malaysia and India, which saw a 17% and 13% growth accordingly in mobile advertising during the previous quarter, BuzzCity said.
Using Urban Clusters gives advertisers the ability to target these key mobile audiences with greater location-specific information, resulting in a large reduction of wasted impressions, it claimed.
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“We are constantly refining our techniques,” said BuzzCity founder and chief executive officer Dr K.F. Lai (pic).
“We are expanding current research to use IP (Internet Protocol) addresses as the basis of targeting: this allows advertisers to better target Internet users with more relevant ads, depending on their location,” he added.
By leveraging proprietary data from regular audience sampling, advertisers can display their ads on sites where 65% of the audience fits within the urban cluster, BuzzCity said.
The company routinely gathers audience insights from its publisher network, continually collecting information on gender, age, location and occupation.
Its latest report revealed a 14% growth in delivered paid ads across its network during the previous quarter.
Urban Clusters follows the launch of Audience Clusters, BuzzCity’s previous offering where publishers, brands and agencies have the ability to target users via wider set of demographics such as gender, age, location and occupation.
Founded in 1999, BuzzCity said it currently serves more than 940 million ads per month to an audience of more than 22 million mobile surfers in Malaysia.
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