Wireless technology firm BuzzCity has launched a feature that enables brands in India to target their wireless advertising campaigns to customers in different locations.

Advertisers can choose to target campaigns to four separate regions, centred around the four major cities, Mumbai, Delhi, Chennai and Kolkata.

The ability to leverage its mobile community, myGamma lets BuzzCity offer region-targeted campaigns.

myGamma is present in 80 countries across the globe and has over 3 million users, of which over 1.5million reside in less economically developed and newly industrialised countries.

BuzzCity is able to obtain a user’s IP address and mobile phone number when they sign in to the myGamma community.

User demographics are requested as part of the registration process and an algorithm applied to deduce where the user is located.

This information is then used across the entire advertising network, including third party publishers on the network.

BuzzCity CEO, KF Lai, commented: “Advertisers are now realising that mobile phones are not only widely available all over the world, and across all sectors of society, but what’s more they are very personal devices, making them a powerful channel to deliver highly targeted and relevant information. They have one user and are carried 24/7, in use at home, at work and when on the move, acting as an instant, real-time response channel.

“At the same time, new technology means responses to mobile marketing can be tracked back to specific campaigns, e.g. it is possible to accurately measure click-through rates and provide detailed analytics of pages browsed. With the ability to now target campaigns to users in specific locations, many more marketing agencies will begin to recommend the mobile channel as this final hurdle is overcome.”

The company is continuously improving the IP-region database it has built in India and is looking at roll outs across the globe, including the United Kingdom and United States, early in 2009.

www.buzzcity.com

Author - Netimperative.com

Distributed by PCMAGCOM