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

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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