- Our knowledge of the media landscape means that we "must" recommend Norwegian editor-driven media

Bjarte Humborstad, partner and consultant at Caulis and former head of digital at Red Media, has taken a deep dive into the ad market in this important analysis. An award-winning marketing specialist, he has now shared his views on social and editor-driven media.

- 2022 was the year when Snapchat downsized its office in Norway, and Meta closed its office - at the same time as TikTok announced that it was opening an office in Norway, writes Bjarte Humborstad in a post on Linkedin.

- Although Facebook must still be considered Norway's largest carrier of ads, they are getting smaller every year, and TikTok is "surging ahead". The consequence is a fragmentation of media channels. Fragmentation is occurring not only across social media, but also across the established value chains.

Bjarte writes that editor-driven media not only face competition from abroad. People are also spending more time on services that advertisers themselves own. For example, meny.no, which has become one of the biggest sources of inspiration for food in Norway.

They also face competition from digital services like Vipps, which 75% of the population uses. When Kaizers Orchestra sold tickets for their 28 concerts in 2023 in an instant, they used a banner in the Vipps app in combination with a good understanding of social media.

- This is happening at a time when the role of editor-driven media in society is more important than ever. The trust they enjoy is at an all-time high. And it is deserved. A consequence of long-term and painstaking journalistic work, where facts and social responsibility are central," writes Bjarte.

The major advertiser report from ANFO shows that as many as 72% of Norwegian advertisers have significantly greater confidence in the quality of exposure in Norwegian media, and despite a challenging time, many advertisers find security in Norwegian editor-driven media.

- At Caulis, we will continue to navigate steadily in this fragmented media market. Even into 2023. We will not vote for a boycott of social media. We will continue to advocate the smart use of our own channels and our own data.

- But. We don't hide the joy we feel when our knowledge of the media landscape means that we "have to" recommend Norwegian editor-controlled media," concludes Bjarte.