Aller Media AS
Karvesvingen 1, 0579 Oslo
Tel: +47 21 30 10 00
See map
Org.nr. NO 910 119
877
Invoices should be sent to: [email protected]
Target groups and segmentation
Here you'll find different ways to reach your target groups and optimize your ad impressions for the right readers.
Key figures
Source: Kantar Consumer & Media 24/1 - Q1 2024
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Demographics - logged-in users
→Classic demographic segmentation can be done against logged-in users. Here you will find the most common segments to reach your defined target group.
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Demographics - predicted users
→We also use prediction to reach readers who are not logged in. Read here how you can reach men/women who are not logged in.
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Context
→Reaching a reader with an ad that thematically and/or communicatively aligns the content with the reader's mode is often very effective. Read here what opportunities you have to create such contexts.
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Hypercontext
→Contextual advertising is a form of segmentation that provides optimal relevance between editorial content, reader and advertisement. At Aller Media, we have developed our own solution we call "hypercontext" which is based on a semantic analysis (the meaning of language) to interpret the content of our media.
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Life stage
→The stage of life you are in means that your needs, focus and consumption vary greatly. Read here how you can meet logged-in users in different life stages.
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Housing
→The way we live leads to many of the choices we make, so read here about the opportunities you have to target your communication towards housing.
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Vehicle/Car
→We know a lot about our logged-in readers' vehicle choices. Read here about your targeting options for both cars and other motorized vehicles.
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Geography
→Where you live can often have an impact on your choices and behavior. Read here what opportunities it gives you.
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Behavior
→Our readers consume different types of content. Those who generally read a lot about certain topics may have behaviors and interests that make it particularly relevant to reach them. Read more about how you can reach them regardless of what they're reading at the time.
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Retargeting
→In some cases, cross-format storytelling can be a great form of communication. Read more about the opportunities this offers within our media.
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Tech
→The ad management system Google Ad Manager offers a number of possibilities for technical premises for ad delivery. Read here about what is possible to achieve.
Purchase of our segmentation capabilities
All our segmentation options generally have a price premium, and the premium varies depending on the precision of the different segments. We can apply all forms of segmentation to campaigns purchased directly, as well as campaigns purchased programmatically via DV 360 (PG or deals). Other buying platforms will also offer some of the segmentation options.
Data quality
How do we know what we do about our logged-in readers?
All readers who log in to a website owned by Aller Media do so via their mobile phone number through aID. This enables us to check against public registers and enrich our knowledge of each individual. We use Bas Kommunikasjon/Data Factory as our supplier for this.
The data that can be used directly from such registers is what we call "sharp" data, or deterministic data. This is something we know with certainty. Some data in public registers cannot be used directly for privacy reasons. This applies, for example, to data from the Norwegian Tax Administration related to income. Such sensitive data is anonymized and groups of individuals are assigned an average value so that the data is no longer personal information. Even if we do not have "perfectly sharp" data, the precision is still high.
The same applies to data created by our suppliers based on a combination of different types of public registers. This includes, for example, life stage data created using algorithms and machine learning. These models are also capable of high precision.