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Bureau top: - Wants to work more closely with media houses
Harald Eide-Fredriksen, Director of Media and Negotiations at Dentsu, sees both the big picture in the media market and the value of small traditions. Amid the pre-Christmas hustle and bustle, he shares what has inspired him most in 2025, his expectations for 2026 – and what is most important to him this Christmas.
What has inspired you most in 2025?
The most inspiring thing about 2025 is that more advertisers are once again looking up and investing in coverage media, such as TV and outdoor, to build growth higher up the funnel. Conversion is important, but if you want to grow, you must first win the attention of new customer groups.
What are your expectations for 2026?
There has been a lot of talk in 2025 about the importance of editorially controlled media. I support and agree with this, but I hope in 2026 we will see more examples and more applied practice of how this also actually benefits advertisers.
Are there any trends you think will shape 2026?
No revolution, but a clear shift: AI and data-driven algorithms will drive more of the digital purchases. This increases accuracy, but also places higher demands on governance, transparency and expertise.
What role can media agencies play in strengthening editorially controlled media?
Media agencies are already the Norwegian media houses' best friend! It is a myth that we place the majority of our money with "big tech". That is not true, we buy mostly from Norwegian editorially controlled media. We hope for closer partnerships in the years to come, not just "campaign purchases", where we share learning and develop products together for the advertisers' and our common good.
What do you think about the collaboration with Aller Media?
I appreciate that Aller prioritizes both editorial power and commercial innovations, and that they listen when we have opinions on both. Aller is good at testing new solutions, and documenting good cases, including through "Aller Best"
What is your Christmas wish for the industry?
My Christmas wish is less one-sided focus on price and more emphasis on impact and return. Marketing is an investment, and the best results rarely come from the lowest price tag. Very few investors get rich just by buying the cheapest stocks!
Do you have a special Christmas tradition that means extra much to you?
A quiet ski trip on Christmas Eve with my immediate family is highly recommended. It's much better to find peace and the Christmas spirit in the woods than to stand in line to get into a crowded church.
What 's at the top of your reading list this Christmas?
As usual, the ambitions are higher than the results when it comes to making up for much of what has been "lost" in both fiction and non-fiction. But if you're going to focus on comfort and relaxation, within the framework of realism, I hope to find some fun Christmas books that still manage to entertain with both good drawings and engaging stories.
