Juustoportti’s bold and colourful video advertising stopped thumbs in Sanoma’s news media
Juustoportti’s video ads created a contrast between popular sugary snacks and the healthier option of protein puddings. This, along with the bright and uplifting visuals, resulted in outstanding performance in Sanoma’s news media.
“The objective of the creative execution was to build differentiation and make a connection between our products and any moment you need a snack,” says Juustoportti’s Marketing Manager Miikka Honkasalo.
When it comes to effective video advertising on news media, Juustoportti’s ads tick many boxes.
“Juustoportti and their partner Folk Finland made brilliant use of colours and bold simplicity. The video ads are like traffic signs in the way they make you pause. This is a clear strength in a visually crowded environment,” says Sanoma’s Tuomo Sinkkonen, Business Manager, Total TV & Video.
Watch a minute long video where Tuomo gives crative tips and shares three key insights on video marketing in Finland.
TV and news media video make a dream team
Client Manager Sebastian Wikman from Sanoma sees outstream video advertising as a natural extension of a TV campaign. It quickly reminds your audience of your product outside prime time – right when they are likely to be making everyday purchase decisions.
“This is valuable for an advertiser such as Juustoportti. Their customers will see the ads during the day and recall them when they head to the gym or go grocery shopping after work.”
While TV ads often focus on storytelling and leave the point until the very end, a short outstream video ad needs to convey the message and the identity of the advertiser from the get-go.
“In fact, a news media video is often a condensed version of a TV ad. Modifying an existing piece to fit the digital media environment is something we help our clients with,” Wikman says.
Even when done with a tactical goal in mind, video advertising benefits from a long-term plan. A recognisable creative concept keeps your story top of mind and lends itself to various timely renditions.
Over 300 million weekly page views – reach the Finns in Sanoma’s news media
Sanoma’s largest news media Helsingin Sanomat and Ilta-Sanomat reach readers across the nation. Combined, the two exceed 300 million page views a week.
The Ilta-Sanomat website entertains and informs 2.7 million Finns a week with a session frequency of 16.4. Helsingin Sanomat has a regional focus on the Helsinki metropolitan area but also caters to a large nationwide audience that is hungry for high-quality journalism. It reaches 1.7 million readers with an average of 8.5 visits a week.
“When aiming for the masses with your news media video ads, the page views and visit frequency of Sanoma’s network are unmatched in Finland. This also enables effective demographic, regional and interest-based targeting,” says Sebastian Wikman.
News media video is a powerful next step for advertisers who wish to expand their reach outside social media. When it comes to view-through rates and attention value, video advertising in Sanoma’s news media far surpasses that done in the largest social media channels.
“If you have mostly relied on social media in Finland and already have video content ready to go, our network can give you an impressive number of new contacts with relatively little effort.”
