Insight-Driven Media Planning for a High-Intent Shopping Audience
Hotline is one of Ukraine’s top e-commerce comparison platforms, visited by millions of users each month. By integrating with Nexinsight and myGaru’s telecom-powered analytics, Hotline gained a deeper understanding of its user base — revealing a high-intent, high-income audience. The resulting segmentation empowered Hotline to prove audience quality to advertisers and refine internal analytics for stronger campaign performance.
Name:
Hotline
Headquarters:
Kyiv, Ukraine
Founded:
1992
Industry:
E‑commerce/ Price Comparison Platform
MerchantReach:
11M+ visits per month; daily audience 300K+
Challenge
Hotline needed a reliable way to segment its large online audience and understand their behaviour across demographics, intent categories, and purchase potential. The platform wanted to avoid assumptions and instead base marketing strategies on real behavioural data — without using cookies or relying on traditional survey tools. Most importantly, Hotline sought a solution to demonstrate audience quality to advertisers with validated metrics.
Solution
Using Nexinsight’s integration with myGaru’s telecom data environment, Hotline was able to profile site visitors across 100+ dimensions — including age, income, interests, and mobility behaviour — without any personal identifiers. The insights revealed that 79% of Hotline’s users were men aged 25–54 with a strong affinity for automotive content, and 53% of the audience had high income levels. As a result, Hotline reshaped its internal analytics and media packaging strategy, enabling advertisers to target valuable segments such as car owners or fintech users with precision. Internal teams also began using these insights for content planning and inventory optimisation across categories.
“Through our collaboration with Nexinsight powered by myGaru technology, we obtained fresh insights into our audience that continue to support our media planning. The ability to segment users by income, interests, and product preferences has enabled more effective marketing strategies."
Higher audience engagement
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Growth of traffic value for advertisers
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