Alma Media > Performance-based marketing – guidelines and targeting opportunities

Performance-based marketing – guidelines and targeting opportunities

Performance-based advertising is online advertising in which the advertiser only pays for the actual results achieved. Performance-based advertising is particularly well suited to directing visitor traffic and engaging in sales promotion for an online store.

The Alma network provides a cost-per-click model for performance-based advertising. The advertiser only pays for clicks by visitors, which makes advertising risk-free. In the Alma network, advertising is displayed in a safe media environment on domestic and well-known Alma Media websites. Our system uses automatic optimisation to display your advertisement on the Alma network websites and advertising spots in which it is the most effective

The bid (price for the click) is determined in a competitive auction. As such, we do not guarantee visibility on specific websites or advertising placements. The material must direct the viewer to take action and it must contain a prompt, contest or special offer.

Continuous performance-based advertising is an effective way to reach potential customers at precisely the right time. We recommend a long-term approach to achieve the best results. Getting started is quick and easy. Simply set a target for your campaign, plan materials that support your goals, decide on the timing of the campaign and determine its budget. This is all we need to get started.


Performance-based marketing

Please note the following special features in connection with Performance-based marketing, among other material guidelines.

For the campaign, you must deliver at least these 3 ad formats:

1.  Box 300×250 px

2. Deliver at least one of these options: Extended Skyscraper 160×600, 200×600, or 250×600 px

3. Deliver at least one of these options: Panorama 980×120 px or Giant Box 468×400 px

Change of material

During the campaign, the material can be changed once. We recommend that you submit all materials prior to the campaign, even if they are run only later in the campaign.

Multiple material versions can be submitted for the campaign. The system optimizes towards the best performing materials. We do not guarantee a certain visibility or number of clicks between materials.

More detailed material instructions

Ads can be submitted as image (jpg, gif, png & html5), or alternatively as a third-party tag

The maximum size of the materials is 300 kB

The materials must also be accompanied by the URL to which the ad clicks will be directed. Each material can be provided with its own URL or tracking.

The material must be clickable from the entire area

The material may be slightly animated, but it should still encourage clicking. The material must not contain audio or video.

Material must be encourage clicking  (prompt, competition, offer, etc.)

The ad must clearly display the advertiser’s name or logo

Invalid material

Alma Media is not responsible for any delays in the processing of the material and the start of the campaign due to the inaccuracy of the material.

Alma Media reserves the right not to publish material that it deems inappropriate or that does not comply with the above terms


Allowed Targets Geo, Terminal, Demographics (Age and Gender), and General Areas of Interest

A campaign can take advantage of multiple targeting with an “or” term to show that ad to both audiences. For example, 25-44 year olds or those interested in bench sports.

The campaign can take advantage of area or device targeting and other targeting to show that ad to both audiences. For example, Uusimaa and those interested in motor vehicles or Uusimaa and 25-44 years old.

A campaign cannot combine two or more interest or demographic targeting with the ‘and’ criteria, so both targeting criteria must be met. For example, 25-44 year olds and those interested in bench sports.

Targeting opportunities

  • Social Display Format: Alma Consumer network only
  • Performance-based advertisement: Alma network only


Gender Gender – Men
Gender Gender – Women
AgeAge – 45-54
AgeAge – 55-64
AgeAge – 35-44
AgeAge – 25-34
AgeAge – 65+
AgeAge – 18-24

Areas of interest:

Automotive  Motor enthusiasts 
Career  Work life 
Entertainment  TV & Movies 
Entertainment  Music & Concerts 
Entertainment Literature
Entertainment  Parties 
Entertainment  Pop culture & Celebrities 
Entertainment  Restaurants 
Food and drinks  Cooking 
Hobbies  Boats 
Hobbies  eSports & Video games 
Hobbies  Hunting & Fishing 
Hobbies  Outdoor activities 
Hobbies  Pets – Dogs 
Hobbies  Pets 
Hobbies  Photography 
Hobbies  Science 
Housing  Gardening 
Housing  Home & Garden 
Housing  Interior Decorating 
Housing  Renovations 
Housing  Cabins and vacation homes
Lifestyle  Beauty & Makeup 
Lifestyle  Environment & Ecology 
Lifestyle  Family and parenting 
Lifestyle  Fashion 
Lifestyle  Health & Well-being 
Lifestyle  Pregnancy and babies 
Sports  Exercise 
Sports  Sport followers 
Technology  Consumer Electronics 
Technology  Information security 
Technology  Technology & Computing 
Technology  Technology & Computing 
Travel  Travelling 

Regional targeting:


  • Uusimaa
  • Pirkanmaa
  • Southwest Finland
  • Northern Ostrobothnia
  • middle-Finland
  • Satakunta
  • Ostrobothnia
  • Kanta-Häme
  • Northern Savonia
  • Lapland
  • Päijät-Häme
  • Kymenlaakso
  • Southern Ostrobothnia
  • South Karelia
  • North Karelia
  • Southern Savonia
  • Central Ostrobothnia
  • Kainuu


  • Helsinki
  • Espoo 
  • Tampere 
  • Vantaa 
  • Oulu 
  • Turku 
  • Jyväskylä 
  • Kuopio 
  • Lahti 
  • Pori 
  • Kouvola 
  • Joensuu
  • Lappeenranta 
  • Vaasa 
  • Hämeenlinna 
  • Seinäjoki 
  • Rovaniemi 
  • Mikkeli
  • Porvoo
  • Salo
  • Kotka 
  • Kokkola
  • Hyvinkää
  • Järvenpää
  • Lohja
  • Nurmijärvi
  • Tuusula
  • Kirkkonummi
  • Rauma
  • Kerava
  • Kajaani
  • Kaarina
  • Nokia
  • Ylöjärvi
  • Kangasala
  • Savonlinna
  • Vihti
  • Riihimäki
  • Raasepori
  • Raisio
  • Imatra
  • Lempäälä
  • Raahe
  • Sastamala
  • Hollola
  • Sipoo
  • Siilinjärvi
  • Tornio
  • Mäntsälä
  • Pirkkala

See segment sizes: Targeting – Alma Media