We’re tracking native content teasers on over 20 of the bigger Swedish websites. These are our key stats from January 2019.

January 2019: All new top 10 (again) and a short 2018 recap

During the first month of 2019, activity was slightly higher than in December, so the new year is off to a promising start. Like in December, around 110 brands ran native articles – just over 220 in total – on the sites we keep an eye on.

The new year also brings an almost entirely new lineup of top 10 advertisers (by number of articles), even more extreme than last month when 7 of the top 10 were new in that toplist. High-volume native pioneer PostNord was not among the 10 most active brands in the true native market during January.

The list is instead topped by Peptid+, who have been running native for several months during last year, but at lower activity levels.

Sverigelotten is a close runner-up, with their high activity potentially fueled by the betting license setup in effect since Jan 1. Native activity by other actors in the betting, gambling & lottery space has however not grown spectacularly during the month. SveaCasino and PokerStars ran on Familjeliv and Aftonbladet, but the firstnamed had already been active earlier in 2018.

Many first-timers this month

Around 50 brands (re)started running true native in January, compared to the previous 3-month period. What’s great to see is that 6 of these brands hadn’t run any native before (at least since our tracking started in fall 2017).

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Bank Norwegian gave savings tips and travel inspiration – both frequent and popular topics in the first weeks of a new year of course.

Puroliv, Tempur and XL-S Medical are, together with top 10 brands Swiftr or T+ more addressing the reader’s needs for advice and tips regarding training or nutrition, another pair of popular January themes.

One campaign highlight: Renault not talking about cars!

Looking at our data, most car brands normally talk mostly about their new models, technologies etc – i.e. about the product itself and its use.

Renault has already earlier surprised us by running native articles that break that pattern: we’ve read articles about the best characteristics of the Star War Millenium Falcon, or tech entrepreneurs tackling societal problems.

Currently, we’re seeing articles from the brand about stress at work, or work-related legal questions. This is in connection with the offer of getting a Bonnier Management360 subscription when buying a company car from Renault.

… and finally: most active brands & categories 2018

As part of our January number crunching, we also took a look at the aggregated data from all of last year. Below are the 3 most active brands:

For those following our newsletter and market updates regularly, that probably wasn’t a huge surprise though. So we thought we’d spice it up a bit. Below are the 5 (IAB) content categories around which most native articles have been writing during 2018. And for each category, we’re also listing the 3 most active brands within them.

We’re already looking forward to a great year 2019 in the Swedish true native market with plenty of new brands, toplists and great content – and hope you’re as excited as we are! 🙂

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