Overview
Sanoma Media is a leading Finnish media company, reaching nearly all Finns every week through print, radio, and their streaming service, Ruutu. They are a pioneer in the digital transformation of media and have the country’s most diverse media portfolio.
With a mission to deliver high-quality, engaging digital content to diverse audiences, Ruutu’s product team is constantly refining both their commercial strategies and customer experiences across a complex ecosystem of devices, from web browsers and mobile apps to smart TVs and tablets.
Client: Sanoma Media
Industry: Media & Entertainment
Location: Helsinki, Finland
Revenue: $1.4B
Employees: 5000
Problem
The hypotheses from the Ruutu product team were rarely isolated to experiences on individual devices, such as mobile, smart TVs, or web. The ideas from stakeholders and the cross-functional team, including everyone from sales and marketing to technology, were more comprehensive around CX improvements, increasing content engagement, and informing which features should be prioritized on their product roadmap, regardless of what device they choose to stream on.
Even though the experimentation team was incredibly resourceful and resilient, their previous experimentation tool did not enable them to validate the ideas of the Ruutu product team seamlessly across all devices where their customers consumed content.
Without a flexible and scalable solution, managing and deploying experiments across such a fragmented digital environment was resource-intensive and time-prohibitive.
Solution
To support the needs of the Ruutu product organization, the centralized experimentation team turned to Conductrics’s robust API capabilities to solve this challenge.
"With our previous tool, we were restricted in our ability to accurately understand behaviors and preferences in native mobile apps because we had to use mobile web tests as the closest proxy. And now with Conductrics, we’re unencumbered by the technology and can leverage server-side and the APIs, to eliminate the guesswork and optimize for all our customers’ experiences."
Using Conductrics, the Sanoma team was now able to:
- Deploy the same experiment across 10+ device types simultaneously, saving substantial development time and resources
- Validate the most pressing and impactful ideas from the Ruutu product team without hesitation in the accuracy or efficacy of results
- Move at the speed of their media business by not slowing down product development and major releases while still derisking and exploring the best solutions.
"Leveraging the Conductrics API has unlocked the ability to experiment with Ruutu, our streaming service. It was resource prohibitive to build individual tests for the more than 10 types of supported client devices and now we can easily build a single test that runs across all of them."
Outcomes
By leveraging Conductrics’s flexible infrastructure and API-driven deployment model, Sanoma Media achieved:
- Dramatically increased experimentation velocity—slashing deployment time accelerated the volume of high-impact hypotheses the team can validate.
- Unlocked capacity to pursue high-impact opportunities—with the reduced development time, the team can now explore tackling bigger bets like automated, personalized experiences.
- A foundation for continuous innovation—experimentation is now embedded in the product development cycle and is enabling data-driven decision-making, which the cross-functional team sees as essential, not optional.
- Expanded experimentation beyond basic conversions to deeper customer journey insights—now the Ruutu product team can use success criteria around more business-centric metrics, such as minutes watched and content diversity, to power smarter, evidence-driven decisions.
Conclusion
Sanoma Media’s partnership with Conductrics showcases the power of scalable, API-driven experimentation in complex, multi-device environments. By eliminating technical barriers and enabling deeper, behavior-focused testing, Conductrics helps Sanoma Media and the Ruutu product team deliver a better, more engaging streaming experience to audiences across Finland.
