Data partnership lessons from Finnish retailer K Group and media owner Sanoma

Finnish conglomerate K Group partnered with local media owner Sanoma to target audiences through motivational-based segmentation.

Finland is an outlier, and not least due to its location on the north-eastern fringes of Europe. Take its media market: Helsinki-headquartered Sanoma Media reaches an astonishing 95% of the country’s population each week via its 50-plus brands spanning TV, radio and print, including Helsingin Sanomat, the largest daily newspaper in the Nordic region. Even in digital media, Sanoma reaches 86% of Finnish internet users each month.

“We probably only compete with North Korea in the [percentage] of users we reach in Finland,” joked Jaakko Kuivalainen, Sanoma’s Director, B2B Digital Business, at the Programmatic Pioneers conference (Twickenham, May 2019)....

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