Programmatic advertising in Finland – a Finnish take on current trends and discussions

The Finnish way of thinking and media environment put their unique stamp on every aspect of advertising. What do current talking points in programmatic advertising look like from the perspective of the small Northern market that plays by its own rules?
Effective advertising in Finland often requires a closer look at the market and its tendencies. Sanoma’s digital and programmatic marketing experts share their insights on what’s hot in programmatic advertising right now – and if those points apply to Finland or not.

Disinformation and AI-generated content are still in check

As the amount of disinformation and AI-generated content skyrockets worldwide, gaining and maintaining the trust of your customer is ever more relevant. Appearing in an unreliable context is sure to cut the impact of your advertising.

In this regard, Finland remains somewhat of a haven. There are far less AI-based and made-for-advertising sites compared to many other markets, and the Finns’ trust in news media is an advantage to an advertiser.

“Our users trust that our content is reliable and not AI-generated. High-quality journalism plays an increasingly important role in advertising in general, not just in programmatic buying,” says Senior Programmatic Manager Miia Salmi.

Private marketplace deals are popular in Finland. They are convenient for protecting advertisers from having their message end up in a sketchy environment.

“When using open marketplaces, you need to be aware of the context of your advertising as well as the inventory and information on the site. Deals help you rest assured that your ad is where you want it,” Salmi says.

Curated marketplaces may bring less value in an unfragmented market

Curated marketplaces are another tool for increasing brand safety and securing high-quality inventory. The value of curation is obvious when the market is highly fragmented.

The Finnish, Swedish and Norwegian markets, however, are relatively straightforward. Large media houses have a nationwide reach, and the popularity of deals keeps the cost structure light and transparent. With less need for supply chain optimisation, adding an extra step may be counterintuitive.

“Naturally, curation is worth it when it brings ease, efficiency and transparency instead of added costs. At Sanoma, we don’t dismiss curated marketplaces, but we do want to make

sure that the cost structure of the programmatic market stays reasonable,” says Jaakko Kuivalainen, Director of B2B Digital Business.

Miia Salmi points out that a deal with a large publisher such as Sanoma has a lot in common with buying curated inventory, as the context and targeting are always curated to fit the goal of the campaign.

“This is an excellent opportunity for a conversation about our clients’ precise needs and wishes.” Discover Sanoma’s programmatic solutions and products

Total TV dominates demand for video advertising – but CTV is also available

CTV is a definite buzzword in the field of programmatic advertising. In Finland, however, it is not as established – despite video inventory being widely available programmatically. Many Finnish advertisers see big-screen video advertising as a part of Total TV rather than as a separate product.

What makes Total TV a tempting option is the advertising measurement that allows joint measuring of advertising across distribution methods. The biggest Finnish commercial broadcasters are all involved in the development project.

“With that, CTV is not as big of a theme in Finland, but we do offer it. Big screens are available with Sanoma through deals,” Kuivalainen concludes.

Direct buying grows in expense of programmatic advertising

Direct relations with publishers and the development of effective options such as Total TV contribute to the fact that programmatic advertising has been in decline in Finland for the past 18 months.

“Compared to more fragmented markets or even the other Nordic countries, programmatic buying in Finland is still finding its place in the advertising toolbox,” Salmi says.

With media houses offering their own buying platforms, direct buying has been growing in expense of programmatic advertising. Direct buying platforms, including those of the likes of Meta and Google, are not considered programmatic in Finland. Statistics in the UK and the US tend to have a broader definition of programmatic advertising and count in any data-based, flexible and optimised advertising.

“From that perspective, advertising through Sanoma’s Ad Manager, for example, is not far removed from programmatic buying. You can make use of your own data, optimise campaigns and do testing,” Kuivalainen explains.

So far, Ad Manager only has been available in Finnish, but there are plans for an English version for Sanoma’s international clientele.

“We’d be happy to discuss interest towards the English version,” Kuivalainen adds.