True Native Content Sweden – Feb 2018

mar 5, 2018

We’re tracking native content teasers on around 20 of the bigger Swedish websites. These are our key stats from February 2018.
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February 2018: growing back to old heights

After significantly lower activity in December and January, the Swedish true native market grew strongly again during February.

This short month saw 300 articles by 95 advertisers, and after a shy two weeks with ca. 60 articles, volumes grew to around 80 a week during the second half. As of the first week into March, volumes are back to almost 100 articles per week:

Interestingly, this time around the market seems dominated a bit more by Bonnier rather than Schibsted, as seen during fall 2017.

 

The month saw 65 new advertisers compared to January, which together with 62 who stopped or paused their activity still means a high monthly turnover. The clear top newcomer is Tele2 with their ”End-Up” campaign that has overtaken even Postnord with their activity (35 vs 26 articles). As usual, a high ratio (> 80%) of advertisers only ran their articles on one site.

In early March, the first political party (Socialdemokraterna) started running a true native piece. It will be interesting to follow what role native content will play in the Swedish election campaigns as an advertising channel.

 

Compared to January, 62 advertisers stopped or paused their true native content activity.