The Power of Finnish Premium II - FIAMfiam.fi/wp-content/uploads/2018/04/FIAM-Lanseeraus... · © comScore, Inc. Proprietary. For info about the proprietary technology used in comScore

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The Power of Finnish Premium – IIThe case for local publishing brands in Finland

Joris Goossens VP SALES NORTHERN EUROPE

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What’s the point?

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Besides the point: some general observations first.

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Surprise? The old, trusted desktop is still growing…

Source: comScore MMX, Desktop Only, Finland, January 2018

0

1 500

3 000

4 500

Apr-2017 May-2017 Jun-2017 Jul-2017 Aug-2017 Sep-2017 Oct-2017 Nov-2017 Dec-2017 Jan-2018 Feb-2018

+1%Total Unique Visitors / Viewers (000)

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Triopoly? Reach of Amazon lowest in Finland – for now

Source: comScore MMX, January 2018

4943

2716

4555 55 56

79

9485 90

United Kingdom Spain Norway Finland

Amazon Facebook Google

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Point 1: the Web in Finland is still a highly local affair.

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An American affair: Top 20 websites in the United Kingdom

Source: comScore, MMX Desktop Only, UK, January 2018

0%

10%

20%

30%

40%

50%

60%

70%

80%

Reach (%)

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¡Ay, caramba! Local sites in Spain in the minority

Source: comScore, MMX Desktop Only, Spain, January 2018

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Reach (%)

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Bring on Finland: more than half of the Top 20 sites are local.

Source: comScore, MMX Desktop Only, Finland, January 2018

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Reach (%)

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A very similar picture in Norway

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Source: comScore, MMX Desktop Only, Norway, January 2018

Reach (%)

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Point 2: the News category in Finland is among the strongest in

around the globe

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Breaking: reach of news category on Desktop highest in Finland

Source: comScore MMX Desktop Only, January 2018

97%

94%

87%

Finland United Kingdom Spain

Category Reach (%)

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And also at the top on a Global level from a multi-platform angle

Source: comScore MMX MP, January 2018

96% 97%95%

87%

90%

Finland United Kingdom Spain Brazil US

Category Reach (%)

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Biggest commercial news sites in Finland have higher reach than EU colleagues

75%69% 66%

57% 56%48% 52% 51% 49%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Ilta-Sanomat Iltalehti HelsinginSanomat

Elpais Elmundo ABC Daily Mail The Sun The Guardian

Reach%

Source: comScore MMX MP, February 2018

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Point 3: there are very specific advertising opportunities within the

news category

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Big unique audience on both sides of YLE and Facebook

YLE (P)2.747

Facebook(P)2.606

Total Unique Visitors (000)

Source: comScore MMX Desktop Only, February 2018

Duplicaton

1.363

Unduplicated

audience: 3.990

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YLE.fi reaches significantly more teenagers than Facebook

0

5

10

15

20

25

30

35

40

45

Persons 6 - 14 Persons 15 - 17

Reach%

Facebook (M) YLE.fi (M)Source: comScore, MMX Desktop Only, Finland, February 2018

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Point 4: mix with some other (external) research if you like.

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No fake news: the Fins really trust the news

62

Source: Reuters Institute Digital News Report 2017

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The Nordics lead the way for online news subscriptions

Source: Reuters

Institute Digital

News Report 2017

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No side doors: Fins access there favorite news brands directly

Source: Reuters

Institute Digital

News Report 2017

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Premium publishers drive premium performance for brands

Source: comScore Halo Effect Study 2016

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Overall, Premium Publishers had 67% higher brand lift effectiveness

% Average Brand Lift*

0.89Premium Publishers 0.53

Non-Premium Publishers

*impressions-weighted

Source: comScore Halo Effect Study 2016

Thank you!

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Joris GoossensVP SALES NORTHERN EUROPE