Alma Media’s new marketing service Almascope establishes the utilisation of audience data in targeted online advertising

Alma Media Corporation           Press Release           29 October 2013 at 13.15 (EET)

ALMA MEDIA’S NEW MARKETING SERVICE ALMASCOPE ESTABLISHES THE UTILISATION OF AUDIENCE DATA IN TARGETED ONLINE ADVERTISING

Today, Alma Media introduces a new marketing service, Almascope, which will establish online, audience-targeted advertising as a method of marketing communications in Finland. With Almascope, visitors can be targeted with marketing messages that better match their interests.

The Almascope service utilises data profiled on the basis of some 6.5 million different web browsers and sociodemographics – “big data” – collected from the visitors of the company’s proprietary online services. Alma Media’s network includes newspapers’ online services, marketplaces and other digital consumer services. The profiled users of Iltalehti.fi, Kauppalehti.fi, Aamulehti.fi, Etuovi.com, Autotalli.com, Kotikokki.net and Telkku.com, among others, can be reached through Almascope.

In audience-targeted advertising, the advertiser has access to the network visitors’ profile data, which is updated daily. The advertiser can target the message to men interested in motor vehicles or families that are interested in travelling, for example. The marketing service can also be utilised by first carrying out a non-targeted campaign on Iltalehti.fi users, and then targeting the follow-up campaign at the target group with the most interest in the message on the basis of the report data from the first campaign.

With the Almascope Audience Radar, advertisers can measure the impact of the campaign on the visitor profile of their sites, for example. Has the campaign reached the desired target group and encouraged them to visit the page the advertiser wanted them to?
 
In audience-targeted advertising, audience data collected by Alma Media is only used in Alma Media’s proprietary network through the Almascope service. Individual data is not stored in the data warehouse, as the audience data is based only on monitoring the use of web browsers with regard to targets of interest and on statistical modelling in terms of sociodemographics. Alma Media carried out an online survey in summer 2013 for the statistical modelling of sociodemographics, with almost 17,000 anonymous Finns responding.

For more information, please contact:
Merja Pyhälä, Development Manager, Alma Diverso, tel. +358 400 679 724
Minna Nissinen, Director, Alma Diverso, puh. +358 10 665 3929

Alma Media in brief

Alma Media is a media company focusing on digital services and publishing. In addition to news services, the company’s products provide useful information related to lifestyle, career and business development. The services of Alma Media have expanded from Finland to the Nordic countries, the Baltics and Central Europe. The company employs approximately 1,900 professionals (excluding distributors), of whom over 20% work outside Finland. Alma Media’s revenue in 2012 totalled approximately MEUR 320. Alma Media’s share is listed on NASDAQ OMX Helsinki. Read more at www.almamedia.com

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