Boost memorability and purchase intent with native advertising in HS Visio

The magic of native advertising lies in the unique way it increases memorability and purchase intent. An effective campaign has a clear angle and gives readers valuable information that has a connection to their lives. HS Visio is an excellent advertising environment when your target audience is interested in work, business and technology. 

Native advertising is an opportunity to showcase the unique selling points of your product while linking it to timely topics relevant to your target group. According to Sanoma’s latest data, a native campaign on digital news media increases purchase intent by 600 per cent on average. 

”Instead of being forced to consume advertising, the reader makes an active decision to spend time with a native article. That’s already a sign of interest, and readers of native advertising tend to be potential customers,” says Ria Vaahto, Business Manager of Native Advertising from Sanoma. 

In Helsingin Sanomat, one native article gains around 11,000 page impressions a week. In tabloid Ilta-Sanomat, the figure is over 30,000. 

”We’re not talking about millions of Finns here, but those who read the article truly concentrate on your message. They spend more time with your brand than in the case of, say, display advertising.” 

HS Visio – business, technology and all things work

HS Visio, a media brand under Helsingin Sanomat, focuses on business, technology, the stock market, leadership, start-ups and international economy. It offers in-depth journalistic content on the corporate world, innovation and self-development to 552,000 unique visitors a week. 

HS Visio’s readership consists of highly educated, working-age city dwellers, some of whom are business decision-makers. Almost 60 per cent are men. If this is your target audience, Vaahto says, it’s a match made in heaven. 

“Native articles in HS Visio often focus on different aspects of life at work, from workplace health to education and space planning. It’s also an ideal advertising environment for forward-thinking B2B businesses that wish to position themselves as trailblazers.” 

Find the right balance between your message and the audience’s interests

Although the purpose of a native article is to communicate the advertiser’s message, the first things to consider are your audience’s interests and topics that are relevant to them. 

“What’s at the intersection of what you as an advertiser want to talk about and what your customer wants to see?” Vaahto asks. 

Four tips for planning and creating an effective native article: 

1. Choose your angle and stick to it. Although it may be tempting to add everything but the kitchen sink, a rambling article isn’t a good fit for a journalistic environment and will quickly lose the reader. 
2. Link your message to the reader’s reality. Your audience needs to see a connection – direct or indirect – between the topic and their lives. 
3. Study a subject instead of merely stating facts. If the reader could form a comprehensive idea of the topic with a quick Google search, your article has no added value. Bring something new to the table. 
4. Include someone with expertise or experience. The article needs to deliver credible value, and first-hand advice or insight provides just that. 

When native advertising is done in Sanoma’s news media, content produced by Sanoma’s own professionals tends to perform better by every metric, including page impressions and time spent with the content. 

“Our writers know the angles, style and tone of voice that work with our readership. Readers will spend more time with content that aligns with their expectations for the media environment.” 

Get to know Sanoma Content Studio – a team of experts for every aspect of content production! 

Budget examples: add display advertising and tactical measures to cover the entire sales funnel

The prices of native campaigns vary. Ria Vaahto gives a rule of thumb: the larger the budget, the more touchpoints and continuity it allows for. The goal is to have the results accumulate over time and to create an impressive presence. 

In practice, this could mean using display marketing to build reach or adding tactical measures that cover later stages of the sales funnel. Insight, on the other hand, provides proof of the campaign’s effect on the brand and purchase behaviour. 

Here are two campaign examples for two different budgets: 

Campaign 1: One native article and digital visibility, €12 000 + VAT 

• Native article: 2 days of fixed front page visibility on the HS main news feed and 7 days in HS Visio 
• Digital full page for additional visibility 
• Audience reporter analysis on the readers of the native article 
• Production of the native article and digital full page 

Campaign 2: Continuity with two articles and retargeting, €24 000 + VAT 

• Two native articles: 4 days of fixed front page visibility on the HS main news feed and 14 days in HS Visio 
• Digital full page for additional visibility 
• Retargeting to drive sales 
• Brand lift study to analyse the impact of the native campaign 
• Production of the native article, digital full page and retargeting parade

Ready to kickstart your campaign planning?