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Finland has a bevy of saunas and reindeer, but there’s something else Finns are seeing more often: digital advertising.

In fact, digital’s share of total media ad spending in the country just reached a record high of 32.3 percent in Q1 2017.

A report from Kantar TNS Finland and the Interactive Advertising Bureau in Finland (IAB Finland) reveals that a total of €82.7 million ($91.5 million) was spent on digital advertising in the year’s first three months, up 10.3 percent year over year. That growth fueled an overall ad spending rise to €256.4 million ($283.6 million) for the period.

Social media was one big reason, though the benefit accrued to Facebook more than YouTube.

“Facebook strengthened its place in Finland’s marketing ecosystem by recording a 37.6 percent increase in ad investment to €12.8 million ($14.2 million,” reports eMarketer. “Spend devoted to YouTube, the other major digital ad platform tracked by IAB Finland, was flat year-over-year, reaching €1.9 million ($2.1 million).”

Together, Facebook and Google garnered almost half (49.5 percent) of digital media and 16 percent of total media ad spending in the country during the quarter, according to IAB Finland.

As is the case in many countries, traditional media saw their shares of total ad spending fall vs. Q1 2016, with newspapers declining the most (down 3.3 percentage points to 23.7 percent). TV, magazines, and out-of-home (OOH) advertising also dipped, while radio and cinema ad spending enjoyed incremental gains.

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