Research & Insight
Media market
A declining media market is not slowing down out-of-home advertising – investments continue to grow.
In 2024, a total of EUR 1.302 billion was spent on media advertising in Finland, representing a 1.3% decrease compared to the previous year. Although the overall market contracted, investments in out-of-home advertising continued to grow. A total of EUR 86 million was invested in out-of-home advertising in 2024, which is 3.1% more than in 2023.
Consumer insight
For us, consumer insight is above all a way to genuinely serve our clients based on their real needs.
We have extensively studied consumer behavior in the grocery retail sector, exploring customer journeys, purchasing behavior, and consumers’ daily routines. We understand when, why, and how purchasing decisions are made — and how they can be influenced.
We are able to build detailed insights into consumers, industries, advertising environments, and audience reach. We carefully analyze the audiences within our advertising environments to ensure communication reaches the right people at the right time and in the right context. In our client work, we make extensive use of the Kantar Mind database, providing our clients with valuable support for data-driven decision-making.
We combine hard data with deep consumer understanding to help our clients make consumer-centric, effective, and impactful choices. In addition to campaign planning and optimization, we also help measure and validate campaign performance and effectiveness — ensuring advertising impact is maximized.
More effective OOH advertising through research
We offer comprehensive research services to support campaign planning, execution, and post-campaign measurement. Through campaign research, we examine, among other things, how well a campaign is noticed, how audiences respond to the advertising, whether the message is understood, and how effectively the advertising generates purchase interest. Pre-testing allows us to ensure the effectiveness of the message already before the campaign launches.
With Store Digital measurements, we analyze the concrete impact of campaigns on sales and customer behavior at the store level. Research conducted together with our partners provides advertisers with a data-driven foundation for creating even more impactful solutions.
Campaign research
Campaign research can be conducted for out-of-home advertising campaigns. The purpose of campaign research is to measure the effectiveness, visibility, and creative execution of an individual campaign. Campaign research also serves as valuable input for developing future campaigns.
The research can be carried out either through online panels or on-site surveys, depending on the nature of the campaign and the advertising environments.
Campaign pre-testing
Creative executions for out-of-home advertising can also be pre-tested before the actual campaign launch. Advertising pre-testing is a process in which the performance and effectiveness of a campaign or advertising material are evaluated prior to publication or wider deployment.
Pre-testing is used to ensure that the advertising meets its objectives, that the target audience understands the message, and that the communication achieves the desired impact among the intended audience.
Measuring Store Digital campaigns
In cooperation with Smart Marketing, we offer an additional measurement service that enables the analysis of a campaign’s sales impact. The measurement can track the sales development of the advertised product as well as conversion among customers who visited the stores where the campaign was implemented.
Source: Kantar Media 2024