Star Media Group ramps up digital targeting abilities

Malaysia’s Star Media Group has launched a digital media platform called Audience Interest Marketing (AIM) , allowing brands to direct their ads to an identified audience group - based on their demographic, interests, and behavior. This is offered across Star Media’s digital network.Brands can choose from Star Media Group’s 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, Malay literate and Chinese literate audience.“I am confident that AIM will be a game-changer not only for Star Media Group, but for the local digital advertising scene. We are the first media company to introduce this locally. From what I have seen, I am confident that AIM will address a number of issues facing marketers today when it comes to digital advertising,” said Calvin Kan, Group COO of Star Media Group Berhad.“Viewability has been a challenge. Globally as well as locally, campaigns have proven to be poor in viewability,” said Roy Tan, chief digital officer, Star Media Group Berhad. “Star Media Group addresses this by offering an premium platform where brands can effectively target the audience we know best.”The new service promises attributes such as brand assurance, quality audiences, transparent ad placements and pricing and more. “All visitors of Star Media Group’s digital network are premium verified 1st-party audience. With more than 5.5 million audiences monthly, marketers can now rely on AIM to ensure effective reach to quality audiences,” said Star Media.The ads will be placed only in established sites within Star Media Group’s digital network, said the firm.Ads will appear in high-exposure premium positions which are above-the-fold, and can be viewed seamlessly across various platforms including desktop, laptops to mobile devices.Marketers will be also able to reconnect with the audiences who have visited their websites and remarket to them continuously.It also promises zero surcharge (With a minimum buy of 1 million impressions per campaign) for rich media campaigns for better cost efficiency.“What AIM offers is a transparent and viewable-guaranteed solution targeting a premium qualified audience. This is something you don’t find in the online advertising market,” Tan added.Star Media Group owns assets across print, digital, radio, TV, events, out-of-home and training. This includes the likes of The Star, RED FM, CapitalFM, 988 & SuriaFM, mStar, Li TV– Life Inspired and more.