We’re tracking native content teasers on around 20 of the bigger Swedish websites. These are our key stats from May 2018.

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May 2018: Plenty of new brands increasing their true native spend during a hot spring

Along with temperatures in Sweden during May, also true native activity increased compared to April. A total of 142 advertisers (+14% vs April) ran over 400 articles.

Renault offered a “content dash of color” that is unusual for the otherwise very product-focused Automotive category. They ran a few “fun fact articles” around the new Star Wars movie, with a new car being launched around the same time as the movie:


Over 70 advertisers started or restarted true native campaigns compared to the previous three months Feb-Apr. Six of these were completely new, with e.g. De danska sydkusterna completing the “Danish travel offensive” since also Visit Denmark was part of the top 10 most active true native advertisers in May.

One interesting newcomer is also Bettsson, given the fact that advertisement for unlicensed gambling is still ILLEGAL in Sweden and according to media, around 40 publishers have recently been given their final warning before imposing fines. At the same time, a new law that will change things from 2019 onwards was just decided yesterday (Swedish link). According to our data, around 2% of the true native market is betting related content. This however excludes Folkspels click-out links on Expressen which would lift the number to around 3.5%.


There’s been plenty of activity in the top 10 of the most active advertisers this month.

  • With the winner of their End-Up campaign crowned, Tele2 has practically discontinued their activity – and left pole position to pioneer PostNord again.
  • 7 of the top 10 this month are “newcomers”, although all of them have ran true native before (with less articles than this month, therefore not in the top 10 before).
  • Geberit‘s campaign for their new toilet offers some interesting pieces including a history lesson around – toilets 😀 (Swedish link to one of their sponsored articles)


As usaul, ca. 80% of advertisers ran their articles on one single site only. Advertisers that ran on multiple sites (almost exclusively within the same publisher groups) included PostNord, e-Boks, Visit Denmark, Citroën, Swedbank, Skandia and GSK.