300m Euro invested in Sweden on websites in 2021 so far

Stockholm, Sweden, 7 June 2021 – Today, Nielsen Ad Intel launches in Sweden to provide the industry with a better view of digital ad activity through sites and devices. The added breadth of media spend gives new visibility into some of Sweden’s largest ad investments. 

Nielsen Ad Intel Digital monitors over 2,000 advertisers, covering over 250 websites for “traditional” Display and Video advertising and progressively Paid Social Media advertising, with all devices and in apps included. 

Media agencies, advertisers and publishers can now analyse ad spend, ad impressions and creatives across multiple devices and ad formats. This data can be viewed at advertiser and brand level, organized by an internationally-consistent taxonomy and be delivered with daily updates of new campaigns. Spend, impressions and actual creatives are available.

In the first four months of 2021, the estimated website advertising spend in Sweden was almost 296M Euro. March 2021 saw a peak due to increased spend by health organisations (such as 1177 Vårdguiden) in reaction to COVID-19.

So far in 2021, Video and Display advertising accounted for 59% and 41% respectively of the total monitored spend. Video attracted the majority of advertisers’ focus, generating 174M Euros of spend so far in 2021. Display advertising spend remained steady each month with a total of 122M Euros across the same time period. 

January to April 2021 digital ad spend was primarily comprised by two industries, Entertainment (45M Euros) and Retail (44M Euros), accounting for 30% of the total spend.

Surprisingly, while those two categories are the biggest contributors for Display, they are not the primary spend contributors for Video. Food had the largest contribution (92% of digital advertising spend) to Video (almost 30M Euros). Across the FMCG industry Drinks, Toiletries and Household Products also saw Video advertising as the best vehicle for their digital messages. 

Over the first four months of 2021, the first 15 top advertisers represented 30% of advertising spend. 1177 Vårdguiden was the top spender, highlighting the necessity of communicating health information across the country. Mondelez and Arla Foods were ranked in second and third place, representing a large share of FMCG advertising spend. 

For paid Social advertising, the rankings were different, indicating a range of media mix. 

Nielsen Ad Intel Digital offers intelligence to identify prospects, analyse brand strategies, and learn from past campaigns to plan for the future through a wide range of media categories. Media buyers and sellers now have greater ease to monitor, adjust and measure their digital ad performance.