Finland online marketing trends: Online ad spend overtakes TV

28/11/2014

Home to Angry Birds and Nokia, online advertising is booming in Finland, overtaking TV ad spend for the first time this year.

New figures from the IAB suggest that one-quarter (24%) of total ad spending in Finland during Q3 was devoted to digital.

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The findings based on data from TNS Ad Intelligence, indicates €57.4 million ($76.5 million) of the €236.8 million ($315.7 million) spent by advertisers in Finland during that quarter went to digital ads, overtaking the amount spent on TV (€55.1 million, or $73.5 million) for the first time ever.

In terms of formats, display ads lead the way. Advertisers in Finland increased their display ad spending by nearly 25% during Q3 so that €22.6 million ($30.1 million) was spent on that format. Search and digital directories were not too far behind, however, at €21.8 million ($29.1 million) in the same time period.

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However, Mobile marketing was the fastest rising in terms of adspend, reaching €3.2 million ($4.3 million) in Q3, up by 190.9% from €1.1 million ($1.5 million) during the same period in 2013. In all, mobile represented 14% of all Q3 digital display ad spending in Finland.

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