Star Media Group AIMs at specific audience


PETALING JAYA: It is a marketer’s dream to reach specific target audiences and Star Media Group (formerly known as Star Publications (Malaysia) Berhad) has launched a new product - AIM just to do that.

The company's chief digital officer Roy Tan admitted that maximising "viewability" has always been a dilemma for companies.

"Globally as well as locally, campaigns have proven to be poor in viewability."

"Star Media Group addresses this by offering a premium platform where brands can effectively target the audience we know best," he said during the launch on Monday.

(From left) Star Media Group's chief revenue officer Lim Bee Leng, group chief operating officer Calvin Kan and chief digital officer Roy Tan launching the group's new digital targeting product- AIM

Aptly named Audience Target Interest Marketing (AIM), the ads do not attempt to reach the masses but digitally targets 13 specific groups ranging from investors, property, sports, and job seekers to fashion and beauty.

With a 5.5 million-strong audience across print, radio, TV and digital platforms, AIM promises 100% viewable content by placing ads "above the fold".

"We need to uphold the trust clients place in us.

“We must be accountable for every single dollar you spend," Tan told prospective clients present.

The event was held at Cybertorium, Menara Star here and attended by more than a hundred of the group's clients.

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