Data and Targeting
Reach your target audience in a high-quality, safe media environment
You know your customers and so do we
In Sanoma's digital network, you can target your ads as precisely or broadly as you want. With proper targeting, your campaign budget won't be wasted on ineffective contacts, and your advertising can be displayed for a longer period of time.
Through targeting, even a smaller business can advertise in the strongest national media, such as Helsingin Sanomat and Ilta-Sanomat. Whatever your target audience may be, we can reach them.
89 % of internet users
Sanoma's digital network reaches 89 % of internet users in Finland every week.
341 million page views
A large weekly volume makes it possible to run both a large brand campaign and a smaller, carefully targeted campaign.
On the go and at home
Sanoma's network reaches all devices. 86% of visits to Sanoma's biggest medias happen on mobile or tablet devices.
Versatile targeting options
Partnership model delivers power to reach
Through various data partnerships, you can target communication that is even more relevant to your audiences, understand your target groups more deeply, and keep up with the increasingly rapid changes in consumer behavior. By combining our data, we can expand the size of your target audience and find new customers for you.
The widest reach in Finland and high-quality first-party data
In Sanoma's digital network, the starting point for targeting is the widest reach in Finland and high-quality first-party data. Thanks to our own data, we know Finnish consumers and their media usage extremely well.
We collect our data from our own channels and reliable, popular websites in Finland with your customers' permission, utilizing the best privacy practices in the industry. All of our targeting options are based on combining data from multiple sources.
Demographic targeting
The modelling of demographics is based on an analysis of the users who have provided responses in the panel or identified users in the Sanoma network who have provided their information when logging in, for example. This data is used to create a profile that is then compared to others. By comparing the behaviour of unidentified users to identified profiles, we can mathematically model the age, gender, income bracket and educational background of unidentified users.
Targeting life phases and households
The responses received through the panel have been used to model users who match the respondents based on their behaviour.
Interest targeting
Users of audiences formed on the basis of interests browse the contents of different topics or a time-limited number, for example, 3 times in the last three weeks. Keywords appearing in articles, sections of different sites, and search histories are used to identify appropriate content.
Example: travel target group
has read articles related to travel tips
has watched travel-related programs on Ruutu
has visited ports and airports
+ 15% CPM
Contextual targeting
Contextual targeting is quite a traditional means of targeting, but by utilizing modern technologies, it is definitely one of the most effective. In the past, contextual targeting of travel advertising was done by manually selecting travel-related sites, but today, AI and self-learning models can be used to automatically find the contexts, articles, and content you want.
Media consumer segments
We have extensively and diversely studied the media use of Finns and, in light of this information, divided Finns into nine different media use segments. These can be used to examine what kind of content appeals to people from different segments, what media they consume, on which channels and why.
Retargeting
The fact is that the majority of visitors to your website leave without contacting. So why not target your advertising to them and use Finland's most popular online media as a medium? This way, you can remind your potential customers who are considering making a purchase of your product or service. This advertising method is called retargeting advertising or remarketing. With retargeting, you can reach those who have already visited your website.
Location-based targeting
All location data is based on an exact GPS location. Target groups can be utilized based on the user’s current or previous location. For instance, advertising can target those who are currently at the airport or those who have previously visited the airport. Or users who frequently visit an area of influence that is significant, no matter their current location – this provides an easy way to extend the geographical reach.
Segments by Taloustutkimus
Segments created in partnership between Sanoma and Taloustutkimus enable transforming research-based segments into target groups which can be used in digital marketing. The partnership is based on a shared location grid database, onto which the research-based segments are modelled. In addition to the segments listed below, we offer access to other target groups based on data from Taloustutkimus. This includes for example the Brand valuation survey. For further information about these, please contact us.
B2B targeting
B2B targeting is based on the incoming IP addresses to the Sanoma network, which can be used to identify the company that owns the address, enabling the targeting of companies according to their volume of business, number of staff or the Standard Industrial Classification of Statistics Finland.
Custom audiences
With the Custom Audiences service, you can use your own customer database for advertising targeting in Sanoma media environment. Additionally, you can expand your audience with look-alike modeling to similar or conversely different audiences, and increase your customer understanding by analyzing, for example, your customers' media usage habits or interests.
Audience Reporter
Even if your customer data and website analytics are in order, you rarely obtain information about the kind of people your customers are. We have developed the Audience Reporter for this purpose.
Targeting pricing
When using multiple targeting levels simultaneously, the pricing is determined based on the highest level used. The minimum campaign size for customized geo-targeting and customized audiences is 3,000 € per media campaign or 500 € per campaign row.
Level 1
+ 5% CPM
Age
Gender
County
Helsinki capital region
Brand safety
Device
Taloustutkimus segments
Level 2
+15% CPM
Interest and Context
Weather
Life phase
Education
City
Households
Attitude towards direct mail
Income classes
Sanoma segments
Custom audiences
Website or section
Level 3
+ 30 % CPM
B2B
Purchase intent
Retargeting
Postal code areas
Working industry
Custom geo
Custom audience
Customized target groups tailored to your needs
Did you not find the target group you were looking for? No worries, we can create one for you! Customized target groups based on interests could include topics such as military history, climate change, recycling, design, classical music – or anything in between. Each target group based on interests can also be purchased contextually.
Buy Target Audiences
You can buy target audiences directly or programmatically from Adform and DV360 purchasing systems either as display ads or data. From the digital advertising purchasing platform, Sanoma Ad Manager, you can buy target audiences based on demographics and interests, among other things.
