Product category:
Online ad campaigns
News Release from: Indoor Media | Subject: AdMasala Media collection
Edited by the Marketingservicestalk Editorial
Team on 31 January 2008
Advertisers lap up Indoor Media's Asian
menu
The reach of Indoor Media, the online specialist at marketing to UK-based Asians, has soared to 812,000 unique users.
Aspirational brands are reporting success at targeting this affluent but, until now, hard to reach audience Launched last year Indoor Media now represents 30 sites including 10 of the world's largest South Asians sites
This article was originally published on Marketingservicestalk on 21 Aug 2007 at 8.00am (UK)
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Online network targets British Asians
Indoor Media, the first online network targeting British Asians, launched in London on 15 August, Indian Independence Day.
Hindustan Times - India's 2nd largest newspaper group -joined Indoor Media's portfolio in November 2007 thus creating the largest reach opportunity from any single ethnic media buying point.
Bringing quality Asian sites like The Times of India, Money Control and The Hindustan Times together into one 'AdMasala' Media collection enables Indoor Media to offer advertisers and agencies the opportunity to reach and target their brands and/or services to an affluent and highly desirable audience.
Paul Capleton, Account Director for Daimler Chrysler (BJKandE), says: "Our research has shown that Asians in the UK tend to be predisposed to aspirational brands like Mercedes and have an income level to match.
"With Indoor Media's expertise in targeting this hard to reach audience, we were able to deliver a successful campaign.
"We expect to continue communicating to this lucrative audience via Indoor Media".
Indoor Media's Managing Director, Murly Tiwari, commented: "Niche/diversity targeting is not a new concept but it is difficult to implement; the market was fragmented but AdMasala is like your favourite Indian restaurant menu.
"One simply looks at it and decides what one wants (or take our advice on the hottest or most popular dishes) and we do the rest.
"We will slice, dice and mix it and then deliver it to perfection".
Pooja Puri, National Sales Head of The Hindustan Times, commented: "Web-based advertising in India is a growing industry; we are working flat out coping with national demand and have little bandwidth to handle international sales.
"Indoor Media has helped us monetise international traffic and added another revenue stream to our bottom line.
"The advertisements are extremely relevant to our user base and this makes our relationship with Indoor Media a long-term win-win situation".
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