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Competitors joining forces for video ads

Nordic publishing giants Swedish Bonnier and Norwegian Schibsted have for decades competed for news media circulation and advertising on the Swedish market. So, when the two announced they were cooperating and launching a joint TV advertising service the effect was impressive. And giants like Google were taken by surprise.

Both publishers were early adopters of internet TV with Bonnier-owned evening paper Expressen launching a channel and Schibsted-owned Aftonbladet doing the same.

Bonnier News and Schibsted first launched Video Impact where advertisers were guaranteed 750 000 unique individuals at Aftonbladet TV and Expressen TV. Schibsted said the packaging was an immediate success and was sold out within a few weeks.

To surf on the success from the pre-roll service, the two publishers have taken another step introducing bump service Video Impact Bumper.

Cecilia Sundström, CEO of Wavemaker Sweden, in a statement welcomed that two publishers are joining forces to create reach alternatives with guarantee around unique individuals.

– As Video Impact was developed in close cooperation with our joint customers, it was satisfying to see it landed fine right away. The success is a confirmation of that the market needs a simple way to buy video reach at both Aftonbladet TV and Expressen TV, said Head of Strategic Partners at Bonnier News, Christian Rissel.

The package has been sold both by Bonnier News Sales and Schibsted Marketing Services. Among the buyers are TV4 (Sweden´s biggest commercial channel), American Express, retail and supermarkets chains. Bonnier and Schibsted said several of the customers have signed up also for 2021.

The companies say that following up on the first launch, they have had close contact with both advertisers and agencies and have noted a demand for more joint video packages. The companies have therefore launched Video Impact Bumper. The set-up is similar as for Video Impact where advertisers have a priority both at Aftonbladet TV and Expressen TV which makes it possible to guarantee reach of 750.000 unique individuals, a guarantee that is verified by measuring firm MMS.



With Video Impact Bumper, advertisers use bumper ads instead of pre roll with Bonnier and Schibsted saying that the shorter video format is an excellent alternative for advertisers who want to remind the audience about their message.

The parties sell only one campaign per week and the advertiser has priority at both companies for seven days.

The companies say that as most advertisers today aim at several devices – mobile, office computer, home computer – one person can be counted as several unique users. By cooperating with measurement firm MMS, Schibsted and Bonnier say they can guarantee reach to unique individuals. Customers are offered one contact person, one delivery, one invoice and one report, said Alexander Lydecker, Chief Commercial Officer at Bonnier News Sales.


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