Mobile social networker says brands can target campaigns around key cities, with US and UK to follow soon.
BuzzCity has launched the first phase in its targeted mobile ad initiative, allowing advertisers to target campaigns at users of its MyGamma social network in four separate regions centred around Mumbai, Delhi, Chennai and Kolkata.The company says it can do this by obtaining 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.
BuzzCity says initial results show accuracy exceeding 90 per cent and it is now looking at UK and US rollouts for early-2009.
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MyGamma is present in 80 countries and has over three million users.
