Ads are targeted to individual users, the traditional advertising market is under pressure and the television industry is optimistic after new figures from media barometer.
Programmatic ad purchases account for almost a quarter of the advertising revenues online in Norway, an increase of 88 percent over the past year, the half-year figures from Media Agency Association according to newspaper Klassekampen.
– It is a big challenge for the classic media companies to keep up revenues in the new advertising market. Competition from the big Internet companies like Facebook and Google, is hard, says executive vice president for advertising at Schibsted, Per Håkon Fasting, to the newspaper. The announcement is customized, and ads are displayed directly to the user regardless of the medium.
Fasting adds that traditional media are trying to make money on this kind of advertising by delivering data-driven and relevant programmatic ads.
Total advertising turnover in television increased by one percent in the first half of 2016, according to Dagens Næringsliv. Sales and Marketing Director Bjørn Gunnar Rosvoll from TV 2 is satisfied.
– We are also in negotiations with several large advertisers about large volumes towards 2017 and 2018, and believe in the good times in the years ahead. Torry Pedersen from VG is far from as optimistic about the television channels’ behalf and alerts that “an earthquake waiting.”
Source: NTB scanpix / Norway Today