News & Articles

The State and Trends of Programmatic Buying 2026 survey shows genuine growth in the market and growth expectations for the coming year as well. Artificial intelligence has been adopted as a tool for everyday life, but the automation of processes is still ahead. The opening up of the gambling market also invigorates the programmatic market.

The world around us steers our consumption to an ever more digital direction, and TV and video advertising needs to stay on top of the changes. What are the trends to look out for and opportunities to seize in now?

Finnish consumers remain cautious about their personal finances, and this is reflected in their purchasing behaviour. They are comparing options more carefully, prioritising their spending and seeking out deals more actively than before.

We are now in a period where gaming companies entering Finland should be finalising their strategy and taking steps to secure advertising inventory for 2027. Local media houses can offer the insight needed to reach the relevant target groups.

In Sanoma’s channels, an instream video ad is watched in full and with sounds on in a safe, high-quality media context. Partnerships with international streaming services give advertisers an access to larger audiences with a single campaign.

With the Finnish economy showing signs of improvement, consumers are receptive and making changes to their buying habits. Brands that invest in marketing and create mental availability now will be in a great position to grow their market share once the tide turns.

While the essence of programmatic advertising is the same in Finland as in any other country, its significance and the nuances of the conversation around it are very different. In the Finnish market, programmatic is first and foremost a buying method, yet all the current topics in digital advertising apply here, too.

Generative AI is changing the way we consume news. At the same time, news media must earn their place in people's day-to-day lives, in a situation where people expect journalism to be more meaningful and useful and to offer content relevant to their own lives, according to the Digital News Report 2026 survey of the Reuters Institute for the Study of Journalism at the University of Oxford.

The use of AI in Finnish companies is still limited. Lack of expertise is the biggest obstacle.

Finland is replacing its state gambling monopoly with a competitive licensing system opening to private operators in July 2027, with strict compliance and advertising rules in place, writes Jaakko Soininen, Managing Director at Finnplay.

Sanoma Media Finland has acquired the television rights to the UEFA Champions League for four seasons starting in autumn 2027. The Champions League is the world’s biggest and most prestigious club football competition.

The Finnish loan comparison service has built its brand in local media. Collaboration with Sanoma has been a key factor in Sortter's success. Sortter’s Reetta Sinelampi and Sanoma’s Minna Kruhse spoke about successful collaboration at the eCom Summit.

Henry Rose Lee shook up perceptions of age groups at Sanoma’s Get Tomorrow customer event.

At Sanoma’s Get Tomorrow customer event, Malcolm Devoy challenged marketing’s efficiency thinking: real growth does not come from doing marketing more efficiently but from doing it in a sufficiently extensive, meaningful and memorable way.

Too often, we see marketing focusing on the wrong audience, said James Hurman in his speech at Sanoma’s Get Tomorrow customer event.