GPMD was connected to targetings on the basis of Big Data of Segmento

On September 24, 2018 GPMD (Gazprom-Media Digital) began to use targetings on the basis of these (big data) of the advertizing Segmento platform for targeting of video promotion companies. Use of targetings of Segmento at placement of video advertizing allowed to increase an effective scope of an advertizing campaign by 43%.

Advertisers of GPMD can use in the video advertizing campaigns classroom segments which are constructed on the basis of Big Data (big data) which are available for the Segmento platform. Among the signs, most interesting to GPMD, on the basis of which similar segments form, – information on how people consume goods of certain categories. Pro-grammars platforms of Segmento it is connected to platforms of advertizing network GPMD. At this GPMD selects those which are defined by the platform as target from all available demonstrations.

Tens of basic classroom segments are available to advertisers. Among them there are "car owners", "parents", "main on purchases in family", "film fans", "travelers", "dandies", "beauty-innovators", "athletes", "owners of animals", "active buyers of medicines" and others. At the request of the advertiser formation of individual classroom segments such as, for example, "smokers", "fans of fast food", "gamers" is possible.

Cooperation with Segmento allowed to add a set of targetings which we offer advertisers. Data on transactions of users in certain categories of outlets are the cornerstone of targetings of Segmento that gives the chance as much as possible to detail a portrait of the buyer. Expansion of the list of available targetings will fully allow us to meet the growing demand of brands for targeted advertizing campaigns. Ekaterina Kind, commercial director of GPMD