AIM-ing at specific audience groups


  • Nation
  • Tuesday, 02 Jun 2015

PETALING JAYA: Digital advertisers can lose a whopping US$6bil (RM22.1bil) this year to robots ­clicking on their adverts.

The robots are designed to create false impressions of marketing campaigns, a practice termed by Internet security company White Ops as “Ad Fraud.”

Adjunct professor at the National University of Singapore Ang Eu Gene said many unscrupulous companies resorted to these “bots” to paint a picture of success for their clients, effectively cheating them of their money.

“My advice is to choose your ­partners wisely,” said the founder of training and research company ClickAcademy Asia.

He was speaking at Menara Star yesterday on the dilemmas faced by digital marketing in recent years.

He said another big headache marketers faced was that ads presented on a website may not be seen by readers.

According to Ang, a study by Internet analytics company comScore showed that 54% of online ad banners are “non-viewable.”

“Only 46% were viewable. But generally, advertisers still pay for 100%,” he said.

In an attempt to tackle multiple growing concerns of advertisers, Star Media Group Bhd (formerly known as Star Publications (M) Bhd) launched a new product yesterday that guarantees 100% viewable ­digital ads.

“We are taking a step above by offering a premium platform where brands can effectively ­target the audience we know best,” said the group’s chief digital officer Roy Tan.

Star Media Group is the first Malaysian media ­company to offer this product, aptly named Audience Interest Marketing (AIM), locally.

Ads placed through AIM target specific audience groups based on demographics, interests and behaviour. Advertisers can choose from 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”.

Tan admitted that the guarantee was a challenge, but the effort was “worth it”.

He said clients can be reassured that the clicks generated through the group’s media platforms were genuine.

“We need to uphold the trust clients place in us,” Tan told over 200 of the group’s clients at the event.

Find out how to enhance your business through AIM by contacting 03-7966 8388, Wei Sin (ext 8370) or Pui Kar (ext 8274), or e-mail advertising@thestar.com.my.

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