Online network targets British Asians

Indoor Media, the first online network targeting British Asians, launched in London on 15 August, Indian Independence Day.

Murly Tiwari (formerly of 24/7 Real Media) and Jai Rai (formerly of cricinfo.com) have set up the sales house in order to help the growing number of advertisers looking to target the commercially lucrative Asian audience: "the Brown Pound".

Indoor Media is building AdMasala, a bespoke network of premium Asian content sites, in order to create a single buying point for media buyers.

Major publishers who are working in exclusive partnership with Indoor Media include: The Times of India, Radio Mirchi, and Times Jobs.

Barclays signed up following a successful trial period.

Mark Syal, head of Walker i - the digital arm of Walker Media, who planned and bought the campaign for Barclays, said: "Indoor Media was able to identify an affluent, Indian audience - including the hard to reach Non Resident Indian audience that we wanted for the Barclays Wealth schedule.

"The results of the initial trial proved the value in reaching this lucrative market, and we have now included Indoor Media in our schedule through until the end of September".

Murly Tiwari, Managing Director of Indoor Media, commented: "The online media industry is crowded with numerous sales networks and advertising representation businesses, but we are the first dedicated central point of contact for national and international brands wishing to target Asian consumers in the UK via the web.

"Historically advertising to this audience was complicated and time-consuming - we now make it possible to reach over a million Asians in the UK with one phone call".

Jay Rai, Sales Director of Indoor Media, added: "Whilst a number of leading advertisers such as Halifax Bank, COI and the British Heart Foundation already integrate ethnic targeting into their offline advertising - until now the diversity and logistics of running an online campaign made this a difficult medium for online media buyers.

"Mainstream advertisers are learning that by changing the message to reflect the audience, they can achieve better results".

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