Mobile advertising firm Buzzcity has extended its advertising offering beyond mobile to include the full-fat web. The company first announced plans to do so last year, in response to increased cross-device surfing behaviour among consumers and demand from media buyers and agencies for integrated digital buys. Inventory will be sold on a CPC (cost-per-click) basis.

The move means advertisers can launch online display campaigns targeting mobile or desktop devices. Campaign monitoring and tracking can be executed at ease in real time for both mobile and desktop devices. Existing BuzzCity publishers can introduce their desktop properties to begin monetizing their traffic.

“While BuzzCity continues to be ‘mobile first’, this new initiative empowers both advertisers and publishers to reach out to their customers via a multi-screen, integrated experience,” said BuzzCity founder and CEO, Dr KF Lai. “It also allows BuzzCity to provide deeper insights to consumers’ surfing behavioural patterns across multiple devices.”

BuzzCity estimates that the desktop offering will deliver a 20 per cent increase in revenue for the company during 2014.