Finland's Ad Market Finally Sees Growth - eMarketer
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Finland's Ad Market Finally Sees Growth

Mobile and social media advertising had biggest gains

February 8, 2017 | Media Buying

According to data from the Interactive Advertising Bureau Finland and Kantar TNS Finland, total media ad spending in the country increased 0.9% in 2016 to reach €1.17 billion ($1.29 million). Digital ad spending growth was significantly stronger, at 12.6%—nearly double the 6.8% growth registered in 2015.

Digital Ad Spending in Finland, by Format, 2016 (millions of € and % change)

While digital advertisers in Finland still spent the most on search and display last year, the largest growth went to Facebook and mobile advertising. Spending on each format increased 29.9% year over year.

A December 2016 survey by the Association of Finnish Advertisers suggested this trend would continue in 2017. More than seven in 10 advertisers polled said they would increase their investments in paid social media advertising and mobile marketing this year.

The return to growth in Finland’s ad market goes hand in hand with improving economic conditions. The Bank of Finland announced in December that the country had finally climbed out of a long recession, and was forecasting GDP growth of 1.3% in 2017 and 1.2% in both 2018 and 2019.

—Jasmine Enberg

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