Programmatic advertising in Finland

In the Finnish market, the relationship between media agencies and media companies is very close. Buyers and sellers often recognize each other on first name basis.

Most buyers in the Finnish market focus heavily their buys into deals. The media companies also tend to prioritize deal buys over open auction buys, both technically in the SSP and also in regards of services provided. For instance, Alma is happy to provide reporting of deal buys for interested buyers.

Should you need to set up deals with Alma, you can easily do so with the following form. We will get back to you as soon as possible!

There are some curiosities in the Finnish format usage – such as some formats are very popular here in Finland despite not being used at all elsewhere.

Here you can see the most commonly used formats in Alma Network:

Video formats are readily available in the Finnish market.

If you are looking to buy instream, the inventory is most often served through PMP-deals. Most of the publishers prefer selling their video inventory depending on the length of the creative – we in Alma have different price points for 6s, max 10s, max 15s, max 20s and max 30s creatives. We actively encourage to use shorter creatives that also convey the message to the user much better.

For video ratios in Alma you can use the classic 16:9, vertical 9:16 and square 1:1. These familiar ratios are common in the market too.

Outstream is also readily available in the market. Some buyers use it to generate more impact but otherwise treat it nearly as display.

When using outstream, in Alma our inventory offers already very good completion rates (on average, 49 %). However, targeting the ads by audience segments lifted the average CTR’s quite notably (the average data targeted VTR’s in Alma network are about 57%) and with contextual targeting the CTR’s were as high as 60 %. So we would definitely advice using either data or contextual targeting with your outstream deals. We are again happy to set you up with delas for that!

From the publisher viewpoint, inbanner video for us is interchangeable to display ads. As long as the technology you are using is in line with our TCF, you can absolutely use inbanner video in display.

In Finland, inapp usage is widely spread. Most of the news sites and many other sites offer users an app to more comfortably access their content and in some cases log in, save content or create notifications. The users are very used to using news outlet’s own applications.

In many of the cases, the applications reach especially the core target audience for each site. For instance, in Kauppalehti, our extreme quality B2B news site, we can see that in Kauppalehti inapp the core B2B audience, business decisionmakers and leaders, is almost 75% higher than on site (April 2022) even though on site the percent of users in this audience is high already. This emphasis makes the inapp an extremely valuable inventory for a marketer.

Buyers in Finland consider inapp inventory a valid extension of trusted web sites. In most cases, buyers actively are looking for ways to increase their inapp impressions. Of course, there are some challenges such as third party cookies that many buyers still somewhat utilize either in their targeting or in their measuring of ad profit. Alma can add data segments per request to inapp deals too, so if you have target audiences you would like to reach in inapp, remember to contact us!

There are some restrictions, that you should keep in mind when buying inapp inventory. Nearly all formats work in inapp inventory. However, in Alma applications, Adnami high impact formats are currently restricted. Instead, you should focus on scalable 620×891 and 600×600 formats, either in MRAID form or still images. Secondly, targeting with third party cookies will not work in the inapp inventory. You should instead ask for Alma first party audience deals or Alma contextual deals. Thirdly, make sure the ways you measure results work in cookieless environment.

If you are now planning to buy Alma inapp inventory, you can target based on the following information, or you can contact us and request deals for inapp inventory. Please note that the creatives should be MRAID format for inapp inventory if you are using Adform as your DSP.

We at Alma Media are always happy to meet our clients. If you would like to schedule a meeting with us, please contact us: