Instream video advertising provides high attention value in a premium media environment
Instream video advertising appears among TV content, series and movies on streaming platforms and next to journalistic video content on news media. It captures the viewer’s undivided attention; 70–90 per cent of views on Ruutu and Sanoma’s partner Rakuten TV, for example, take place on a large TV screen with sounds on.
A high-quality context adds to the effectiveness of advertising. In Finland, a premium media environment is one that offers timely local content. Compared to international streaming services, Ruutu invests in strong Finnish TV brands and content in drama, sports and reality TV.
“Finnish sports and reality TV continue to attract the largest audiences,” says Senior Product Manager Laura Kangas.
A quality advertising experience requires responsible actions towards both the advertisers and the consumers.
“The advertising must be well done from a technical standpoint, and its volume needs to be optimised for the consumer. Context matters; we don’t run advertising next to children’s shows, and when it comes to news media, we are precise about topics,” Kangas says.
Try these advertising options:
- Ruutu Premium offers you a top tier advertising spot with high attention value on Ruutu and Rakuten TV. The ad runs in full, with sounds on, among short- and long-form TV content. On Ruutu, around 70 per cent of views take place on a big screen, and on Rakuten TV, the number is close to 100 per cent.
- Sanoma Reach is a highly targeted advertising option that gives you access to high-quality TV, news and lifestyle content and reaches up to 1,4 million devices a week.
- Extend the reach and effectiveness of your advertising with outstream video advertising on reliable news media. “The consumption of news media starts in the morning, which makes outstream an effective way to remind the consumer of your message and provide a contact point outside prime time,” says Client Manager Sebastian Wikman. Try, e.g., Continuous Video, a great choice for both tactical and brand marketing.
International partnerships: multiple inventories at your fingertips
In small markets such as Finland, many international streaming services team up with local media houses. For advertisers, this creates both ease and new opportunities.
“The minutes a consumer spends with content are increasingly divided between platforms. Partnerships lighten the advertiser’s workload by bringing multiple inventories under one roof,” Laura Kangas explains.
Sanoma has formed a partnership with Rakuten TV to sell their advertising inventory in Finland. TV advertising on Viaplay TV and their paid sports channels can similarly be bought exclusively through Sanoma.
Content partnerships offer viewers an even broader selection of interesting content. Ruutu’s collaborations with Pluto, BBC and SkyShowtime are a great example of this.
Fun fact:
Sanoma TV, a combination of Nelonen Media and Viaplay TV channels, Ruutu and video content on IS.fi, reached 3,7 million Finns weekly in the first half of 2026. In the age group of 25–64, the weekly reach was 73,7 per cent.
Instream video advertising is an investment in attention
Generally, the prices of instream video advertising in Finland are on a Nordic level. Compared to advertising on social media or YouTube, it may seem like a sizeable investment, but Laura Kangas points out the high attention value of instream advertising.
“There’s a reason that an ad watched on a big screen in full has a different price compared to starts on the socials or news media.”
“When the viewer sees instream advertising on a streaming platform, they have already made the decision to watch a movie or an episode of a series and scheduled the time for it. The concentration is on an entirely different level compared to other types of media browsing,” Sebastian Wikman adds.
The exact price of instream advertising depends on, e.g., deals, the buying method, targeting choices and the length of the ad.
Discover Sanoma’s opportunities for video advertising
Direct buying of video advertising remains strong in Finland
The same principles that apply to advertising in Finland in general also apply to the video market. Compared to many international markets, direct ties between advertisers and the handful of media houses remain strong in Finland.
“Annual deals have kept the prices of direct buying slightly below programmatic,” Kangas says.
In the past few years, the video market has faced a radical shift as TV viewing has split between various streaming services.
“In the past year and a half to a couple of years, Finland has seen a surge of advertising-supported streaming services that have changed the scene for both the advertiser, who has more choice, and for us in terms of competition,” Kangas adds.
