Audiences & Targeting in Finland

Targeting in the Sanoma network is based on high-quality, first-party data. Since almost all Finns use Sanoma’s media and our websites receive almost 311 000 000 pageviews every week, we are thoroughly familiar with Finns and their media usage. This sets us apart from other players in the field.

We collect our data ourselves from our channels and websites that are the most popular in Finland. We do this with the consent of your customers and using the best data protection practices in the industry.

Target your audience in a quality media environment

quality media finds its audience

With our tools, you can be as specific as you want with your ad targeting. By combining our knowledge, we can grow the size of your target group and discover new customers for you. Whatever your target group is, we can reach them.

Here are some examples of the ways you can target Finnish audiences with our services

Context targeting

Ads can be varied based on the context they are displayed in Sanoma’s media. We analyse the content of an article and website and use that to target the ad to the right audience.

We divide context targeting into three different levels that can be utilized separately or together.

  1. Website Section - The advertising is visible in all the content under a section of the website. Learn more.
  2. IAB Category - We automatically identify which IAB category our articles belong to, and use it for context targeting. Learn more.
  3. Individual Keywords - even very precise individual keywords can be used for context targeting. Learn more.

Data for precise targeting

We can target your ad as precisely as you wish either according to the interests of your customers or by utilizing your data in the Sanoma network. Our data allows you to reach exactly the right target group: the consumers most likely to be interested in your product or service.

Here are all the different data points we can use to target your audiences:

Research to back up your marketing activities

As we all know, buying behaviour is changing faster than you can say advertising. With our tools you can understand your customers and audiences better and use the insights to get return on your marketing investments.

Here are some examples of the research we have conducted to gain insights about Finnish audiences. If you’re interested in any of them, please contact us for more detailed research results.

Advertising impact study

  • Gain useful information about how effective an ad is in a given media environment
  • Understand how your target audience has understood your creative solution
  • Understand how the ad has activitaged the target audience towards the preferred action

Brand Tracking Research 

  • Find out what is the standing of your brand
  • Understand how your brand compares to your competitors and how your marketing activities affect your brand

Dee analysis

  • Gain insights about your target audiences
  • Explore how they use media, what their values and attitudes are
  • Use the insights to plan your marketing and advertising activities, to design your strategy and to develop your product

Custom research

  • Completely customised research to gain new and deep understanding of your clients
  • Use the research for your product development and launch
  • Expand your consumer and target audience knowledge

Reach over 300 target audiences

Sanomatalo at Helsinki

We have done extensive research on the ways in which Finnish people use media. This has given us valuable insights on what kind of content appeals to different audiences, what kind of media they consume and what channels they follow and why.

With us, you can reach over 300 different target audiences. We have segmented them into more manageable categories: our media consumer segments.

Media consumer segments

Based on our research and the ways in which Finns use media, we have divided Finns into 8 segments.

10 %
Confident achiever

14 %
Curious trendsetter

11 %
Idealist follower

13 %
Comfort-loving enjoyer

17 %
Settled routine-lover

18 %
Quality-conscious information seeker

10 %
Busy balance-seeker

7 %
Open-minded networker

For each of these segments we have identified the following information:

  • Demographics
  • Behavioural motivations
  • Drivers for media use
  • Ways to consume media and content
  • Lifestyle & consumption habits
  • Purchasing power index

Source: Sanoma’s segment research

Finns as an audience

Regardless of the segment, there are some traits that are common for all Finns:

  • Tendency to explore issues from various perspectives
  • Need to use media whenever, wherever
  • Appreciation for high.quality media content
  • Attracted to informative, clear, genuine, insightful and humoristic advertising

This is good news for advertisers! You don’t have to create shiny tricks to get the attention of Finns. Educational advertising that feels real is always a good way to go.

We are the international sales unit of Sanoma, the leading media company in Finland. If you are planning to enter to the market or you already advertise in Finland or, we are happy to help you in finding media solutions that drive your growth plan to business results. Don’t hesitate to contact us!

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