[ecrea] New publication from Nordicom: Ad Wars - Digital Challenges for Ad-Financed News Media in the Nordic Countries

New publication from Nordicom: Ad Wars

Digital Challenges for Ad-Financed News Media in the Nordic Countries

Author: Jonas Ohlsson, Ulrika Facht**

Dowload pdf (OA):http://www.nordicom.gu.se/en/publikationer/ad-wars

Content


Preface
Executive Summary


1. Introduction
1.1 Various perspectives on the development of the advertising market
1.2 The study’s constraints, data and limitations
1.3 Outline of the report


2. Advertising’s Digital Transformation
2.1 Digitalisation is changing the rules of play
2.2 Game-changer 1: New advertising platforms
2.3 Game-changer 2: New consumer behaviours
2.4 Game-changer 3: New advertising solutions
2.5 Game-changer 4: New advertiser behaviours
2.6 Game-changer 5: New infrastructures for distributing advertising
2.7 Summary and conclusions


3. The Nordic Advertising Markets
3.1 The importance of advertising in different media systems
3.2 Advertising investments lag behind GNP
3.3 Large differences in digital advertising sales
3.4 Summary and conclusions


4. The Nordic News Media Companies’ Position in
the Advertising Market, 2011–2016
4.1 Denmark
4.1.1 The digital advertising market
4.1.2 The newspaper market
4.1.3 The broadcast media market
4.1.4 Independent news sites
4.1.5 Conclusions
4.2 Finland
4.2.1 The digital advertising market
4.2.2 The newspaper market
4.2.3 The broadcast media market
4.2.4 Independent news sites
4.2.5 Conclusions
4.3 Iceland
4.3.1 The Icelandic advertising market
4.3.2 The Icelandic media market
4.3.3 Media companies’ market position and economic development
4.3.4 Conclusions
4.4 Norway
4.4.1 The digital advertising market
4.4.2 The newspaper market
4.4.3 The broadcast media market
4.4.4 Independent news sites
4.4.5 Conclusions
4.5 Sweden
4.5.1 The digital advertising market
4.5.2 The newspaper market
4.5.3 The broadcast media market
4.5.4 Independent news sites
4.5.5 Conclusions
4.6 Summary and conclusions
4.6.1 The digital advertising markets
4.6.2 The newspaper markets
4.6.3 Commercial TV markets
4.6.4 The commercial radio markets
4.6.5 The markets for independent news sites
4.6.6 Some concluding comments


5. Concluding discussion
5.1 Similarities and differences between the Nordic countries
5.2 Similarities and differences between different forms of media
5.3 Similarities and differences between different types of media
companies
5.4 Strategic considerations
5.5 Political considerations

References

Appendix 1.
IRM’s Calculation of the Advertising Market’s Turnover
Appendix 2.
Media in the Nordic Countries
Appendix 3.
Studies of the Nordic Advertising Market
Appendix 4.
Regulation of Advertising in the Media

For questions please contact director Ingela Wadbring: 
(ingela.wadbring /at/ nordicom.gu.se) <mailto:(ingela.wadbring /at/ nordicom.gu.se)>


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