News Article Published:
Wednesday, 15 August 2007
Category:
Financial Services
Barclays Bank has been the first financial firm to take advantage of an exclusive marketing opportunity when it advertises on a new online network targeting British Asians.
Not only will the new network allow Barclays to steer its advertising towards a niche sector, but the bank is further advancing its advertising impact by coinciding its campaign with Indian Independence Day.
AdMasala is the first ever network of premium Asian content sites customised for the race. Created by Indoor Media, founded by Murly Tiwari, the new service will allow finance firms to market directly to Britain's Asian audience.
Mark Syal, head of Walker i, who engineered Barclays' campaign, said: "Indoor Media was able to identify an affluent, Indian descent audience - including the hard to reach NRI (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."
Jay Rai, sales director of Indoor Media, was quoted in Brand Republic as saying: "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 different social and economic drivers of this audience, they can achieve better results."
Murly Tiwari said of the launch: "Historically advertising to this audience was complicated."
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