Ethnic targeting in U.K. just got easier

A new ad network has been set up to allow advertisers easier access to the burgeoning Asian communities across the U.K.

by Helen Leggatt

AdMasala will take the complexity out of ethnic targeting by providing advertisers with a bespoke network of premium Asian content sites.

"We looked at our audience and believe that they are a highly desirable audience. Asians are generally hard working professionals, engineers, doctors etc,” said Indoor Media's MD, Murly Tiwari. “They generally own their own homes and believe in education and family etc. So to the right advertiser they are a great target.”

There are around 1.5 million Asians in the U.K., many of whom are regular Internet users. The AdMasala network currently has about 20 sites in its network and a reach of around half a million unique users.

A leading British bank, Barclays, has already signed up to run an ad campaign across the AdMasala network after a successful trial period. “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,” said Mark Syal, head of Walker i, who planned and bought the Barclays campaign (via Brand Republic).