Granular Audience Analytics for Media Content Segmentation
myGaru powered analytics solution, Nexinsight, enabled deep, cookie-free analysis of audience behaviour per content category for a leading publisher, unlocking new monetisation insights and improving traffic acquisition campaign performance.
Name
Channel 24 (24 Kanal)
Headquarters
Lviv, Ukraine (Part of Lux Group)
Founded
2006
Industry
Media, Video News, Digital Broadcasting
Monthly Digital Audience
5M+ unique users
Challenge
24 channel, Ukraine’s leading news broadcaster, has been rapidly expanding its digital presence with the 24tv.ua website attaining leadership in the amount of content generated among news websites. The editorial and commercial teams identified a need to analyse audience composition across different website sections and determine which content categories attracted the highest share of female viewers, a key target for several advertising partners.
Solution
Nexinsight, integrated with telecom-driven technology from myGaru, deployed its tracker on the 24tv.ua website. It delivered granular audience analytics across 25 content sections and multiple traffic sources, using over 100+ behavioural attributes from Kyivstar, Ukraine’s largest telecom operator, integrated with myGaru data clean room.
“With Nexinsight tracker driven by myGaru technology, we were able to break down the audience by content section and clearly see how different themes attract distinct demographic groups as never before. Telecom-driven analytics provides a far broader set of audience interests than Google Analytics, with strong granularity. This allows us to isolate target groups and serve more relevant ads in direct sales campaigns. It has also become a major advantage in securing new commercial partnerships.”
Granular Audience Insights
01
Content-Based Segmentation
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