Finland is an outlier, and not least due to its location on the north-eastern fringes of Europe. Take its media market: Helsinki-headquartered Sanoma Media reaches an astonishing 95% of the country’s population each week via its 50-plus brands spanning TV, radio and print, including Helsingin Sanomat, the largest daily newspaper in the Nordic region. Even in digital media, Sanoma reaches 86% of Finnish internet users each month.
“We probably only compete with North Korea in the [percentage] of users we reach in Finland,” joked Jaakko Kuivalainen, Sanoma’s Director, B2B Digital Business, at the Programmatic Pioneers conference (Twickenham, May 2019).
For brands demanding mass reach, it provides a unique alternative to the digital ‘duopoly’ of Google and Facebook. One such advertiser is retail, construction and automotive conglomerate K Group, which operates several grocery retail brands in Finland, including K-Market. The company’s 1,200 stores receive 1.2 million daily visits from customers; it also boasts 3.6 million loyalty members.