What's new in 2023? Sanoma tweaks pricing, introduces new Total TV solution
Due to the global energy crisis affecting printing and distribution costs, Sanoma has had to make certain changes to pricing, which has also brought positive results. Changes in TV advertising have also taken over the Finnish markets. Meet Sanoma’s Total TV solution, which increases total coverage.
The year 2023 will see some changes to the advertising landscape in Finland, and in Sanoma’s products and pricing. The current marketing landscape is not an easy one, but as we have said again and again: marketing counts, even in dire times.
What are the most significant changes to know about Sanoma’s services in 2023?
Sanoma’s Total TV combines TV and video, increases coverage
Starting in January, Sanoma has moved into a Total TV product model, which combines the best parts about tv and video advertising. In Sanoma’s Total TV solution, the masses are captured through linear viewership, while online TV reaches those who watch content outside viewing time. The solution targets audiences aged 25–64 and will increase net coverage by approximately 5–7 percentage points.
The progress of linear TV advertising becoming a thing of the past reflects the ways viewing habits have changed over the recent years. It taps into a whole new world of opportunities. “We have seen the shift taking place extensively in the market, not just in Finland. We are excited about the new possibilities this brings for advertising,” says Sebastian Wikman, Key Account Manager at Sanoma.
Fun fact: Finnpanel, which measures viewing figures in Finland, has also employed a Total TV approach and now provides data on TV and online views in addition to TV audience measurement.
Increases to Sanoma’s printed product and CPC pricing
Due to increased printing and distribution costs, the prices of our printed products have gone up. The moderate increase is approximately 10 per cent and applies to all Sanoma’s printed media. Some of our printed products employ multi-channel advertising and utilise digital media, a strongly growing area. As such, the overall impact will remain low.
“While price increases are always unfortunate, we have also made some improvements to product-specific pricing and seen great results,” Wikman notes.
Sanoma has applied a dynamic pricing model for Sanoma’s cost-per-click (CPC) product: previous fixed prices have been replaced with a price range. This is good news: Sanoma’s client have seen average click prices actually decrease, and our clients have witnessed higher quality traffic, more visibility and more clicks in the campaigns we have carried out. Naturally, campaign-specific factors always impact the final prices.
Customer-friendly approach to all our pricing
When it comes to pricing, Sanoma always applies customer-first thinking to partnerships and pricing. This means, for example, that centralising activities and purchasing several media is reflected in prices, too. Sanoma’s annual contracts bring several benefits to those with long-term goals in mind, while sometimes short-term campaigns work better when entering a new market.
As an advertising partner, Sanoma wants its customers to succeed in their advertising efforts, and pricing is a significant part of ensuring marketing success, regardless of media and channel decisions.
“At Sanoma, we want to look out for our customers and make sure they get the best value for their media buying,” Wikman concludes.
Read more about the Finnish marketing landscape for advertisers.
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