Digital Advertising Now Accounts for Almost 33% of Total Outlays in Finland, Says Study - eMarketer

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Digital Advertising Now Accounts for Almost 33% of Total Outlays in Finland, Says Study

Share hit new high in Q1, driven by spending on Google and Facebook ads

May 15, 2017 | Advertising | Ad Spending

Digital advertising’s share of total media ad spending in Finland reached a record high of 32.3% in 2017’s first quarter, according to Kantar TNS Finland and Interactive Advertising Bureau Finland (IAB Finland) data.

Digital Ad Spending in Finland, by Format, Q1 2017 (millions of € and % change vs. same period of prior year)

A total of €82.7 million ($91.5 million) was spent on digital advertising in the year’s first three months, up 10.3% year over year. That helped overall ad spending rise to €256.4 million ($283.6 million) for the period.

Spending on search, digital advertising’s largest format in Finland, rose 5.2% to €26.3 million ($29.1 million). Display investment increased by 5.4% to €19.6 million ($21.7 million), a turnaround from Q1 2016 when display spending dipped by 7.7%. Spending on classifieds grew 12.5% to €9.9 million ($11.0 million).

Facebook strengthened its place in Finland’s marketing ecosystem by recording a 37.6% increase in ad investment to €12.8 million ($14.2 million). 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).

Large international media players like Facebook and Google received nearly half (49.5%) of digital media and 16% of total media ad spending in the country during the quarter, according to IAB Finland. Those figures were up from 49.0% of digital advertising and 14% of all media advertising in Q1 2016.

Mobile was the only digital dawdler in Q1 2017, with spending down 3.8% to €5.1 million ($5.6 million).

Most traditional media saw their shares of total ad spending fall vs. Q1 2016. Newspapers suffered the most, with their share of investment down 3.3 percentage points to 23.7%. TV, magazines and out-of-home (OOH) advertising all saw lower shares too. But radio and cinema ad spending saw incremental gains.

—Cliff Annicelli

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