Here you'll find information about Schibsted and our brands.
Schibsted – The easy way to reach the Swedish population
What began as a book printing business in 1839 has now evolved into a Nordic family of digital consumer brands. Many of the services that used to be part of the traditional printed newspaper – such as weather, classifieds, and TV listings – now exist as their own digital brands within Schibsted’s portfolio.
Schibsted reaches over 8 out of 10 Swedes every week, with services that are deeply integrated into users’ everyday lives. This reach enables us to fulfill our societal responsibility – to finance and protect Swedish democracy through a free press.
Five facts about Schibsted every advertiser should know:
1. Market-leading reach
Schibsted reaches 82% of all Swedes weekly. Our strong reach is based on the shared traffic across our companies, delivering impact nationally, regionally, and locally.
This means that as a major national advertiser, you can quickly reach the entire Swedish population, while as a smaller local business, you can effectively target your specific geographic area.
2. Premium context
Schibsted operates some of the largest news sites in Sweden, along with many popular digital services.
Our news environments are protected by responsible editors such as Lena K Samuelsson at Aftonbladet, Anna Careborg at Svenska Dagbladet, and Markus Gustafsson at Omni. Trust in Swedish news media is high. Our services like Blocket and TV.nu have millions of satisfied users every week.
We often say that our context is our most valuable asset – and one we are happy to share with you as an advertiser.
3. Premium formats and tailored solutions
Schibsted offers ad products and formats that generate high attention and strong user engagement.
Our wide advertising portfolio supports the entire customer journey. Advertisers can choose from large premium formats and integrations, to specific data-based audience targeting and custom creative solutions. We constantly evaluate the effectiveness of our solutions. In 2020, the “Schibsted Cross Device Study” showed that advertising with Schibsted can increase brand or product awareness by 12%, and purchase intent by as much as 47%!
4. Unique data
Schibsted has high-quality data. We know our users – who they are, where they are, and what they’re interested in. This provides tremendous value for advertisers.
As the largest media house in the Nordics, Schibsted has over 2 million logged-in users every day. That means 40% of our page views are based on logged-in activity. This allows us to drive insight-based product development and decision-making, while securely storing user data. For you as an advertiser, it means we can offer relevant content and accurate targeting – with data that is always current and reliable.
5. Schibsted’s ecosystem is fraud-free – giving you a vital layer of security as an advertiser
This means we can verify that the impressions you buy are actually seen by real people. Juniper Research estimates that digital ad fraud will cost advertisers $44 billion globally in 2022 – more than double the figure from 2018. At Schibsted, we routinely monitor for suspicious traffic on our platforms, and today, our fraud rate is as low as 0.2%.