Digital Ad Spending in Finland Surpasses TV for the First Time - eMarketer

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Digital Ad Spending in Finland Surpasses TV for the First Time

Mobile now accounts for 14% of all digital display ads

November 17, 2014

Nearly one-quarter (24%) of total ad spending in Finland during Q3 was devoted to digital, according to research from the Interactive Advertising Bureau Finland (IAB Finland) based on data from TNS Ad Intelligence. It reported that €57.4 million ($76.5 million) of the €236.8 million ($315.7 million) spent by advertisers in Finland during that quarter went to digital ads, overtaking the amount spent on TV (€55.1 million, or $73.5 million) for the first time ever.

Total Media Ad Spending in Finland, by Media, Q3 2014 (millions of €)

Most digital ad dollars across web-enabled devices went to display. IAB Finland, which uses TNS Ad Intelligence figures for a few digital categories, found that advertisers in Finland increased their display ad spending by nearly 25% during Q3 so that €22.6 million ($30.1 million) was spent on that format. Search and digital directories were not too far behind, however, at €21.8 million ($29.1 million) in the same time period.

Digital Ad Spending in Finland, by Format, Q3 2014 (millions of € and % change vs. same period of prior year)

Mobile was the big winner in terms of ad spending growth for the quarter. Mobile display ad spending reached €3.2 million ($4.3 million) in Q3, up by 190.9% from €1.1 million ($1.5 million) during the same period in 2013. In all, mobile represented 14% of all Q3 digital display ad spending in Finland.

eMarketer estimates that digital ad spending in Finland will total $373.3 million in 2014, or 22.6% of total ad spending for the year. This year, mobile ad spending, which includes display and search on mobile phones and tablets, will reach $102.5 million.

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