Staying ahead of the curve is paramount in the fast-paced world of news publishing and the ever-evolving advertising landscape.

Like many other publishers, Amedia faces an increasingly competitive advertising market, particularly when it comes to attracting and retaining retail and e-commerce advertisers. A newly formed collaboration is now giving the Norwegian publisher a competitive edge.

Here’s how Amedia leveraged its publisher ecosystem to fuel business growth and advertising revenue within the e-commerce landscape.

Utilising the publisher ecosystem

Reaching more than 2 million readers through an extensive network of local news sites and the national news site Nettavisen, Amedia is Norway’s largest local news publisher. Our publisher ecosystem and offline distribution network include partial ownership of logistics company Helt Hjem, which offers home delivery services across the country.

Seeing an opportunity to leverage our combined strengths, Amedia partnered with Helt Hjem to create a game-changing advertising product that would resonate with advertisers and readers alike.

The strategy is simple yet ingenious: integrate product sampling into the distribution strategy for advertisers.

According to research, “73% of consumers say that product samples would induce them to try to use an unfamiliar brand or product,” and “24% of customers replaced a planned purchase with a sample product they tried.” (Source: Inspira Marketing)

Our native advertising studio, Amedia Innholdsbyrå, tells captivating brand stories and allows readers to order product samples delivered to their homes. So Amedia created a seamless experience that has proven to drive brand awareness and consideration for our advertisers.

Enjoyed by advertisers and readers alike 

The strategy has been a resounding success. Advertisers and media agencies are embracing the new product, while our readers are showing increased engagement with the native ads.

One success story is Lumene, a leading beauty brand in the Finnish and Swedish markets. Lumene sought to expand its customer base in Norway, having more Norwegian women testing their beauty products and driving brand lift.

Throughout the year, Lumene has become one of Amedia’s retaining advertiser clients in a segment where Amedia saw little revenue in prior years. 

Incredible results

The results have been outstanding: In Lumene’s latest campaign, 53% said they will definitely purchase the product after reading about it and testing it at home, and 46% said they will most likely purchase the product. Overall, Lumene gained a total brand lift of 42.5%.

Lumene’s presence in Amedia’s news sites throughout the year supported the growth of Lumene in Norway and bottom-line results. In 2023, the company saw a 101% rise in sales compared to 2022.

As well as securing Amedia long-term advertising revenue from advertisers, this advertising product combining native advertising with product sampling has increased value for both our advertisers and our readers. Now, we hope more news publishers across the globe will take learning from our case and seek advertising opportunities within their existing publisher ecosystem.

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