Make the most of moving image with a mix of Total TV and news media video advertising

November 28, 2025

The moving image is a psychologically powerful tool for standing out, evoking emotions and telling stories. Combining Total TV with news media video advertising allows you to make effective use of the strengths of different media.

”There’s power built into movement, whether it’s on a TV screen in your living room or on digital media. It automatically catches your eye and stands out in a static environment,” says Tuomo Sinkkonen, Video Business Manager at Sanoma.

The prime time for both linear TV and video on demand is in the evenings; digital media use, on the other hand, remains steady throughout the day. Combining Total TV and news media video advertising on digital media ensures your message has eyes on it at all hours, which is a big advantage when your goal is to stay top-of-mind.

What’s more, dividing your advertising between media helps create repetition while reducing the risk of crossing the annoyance threshold. The roles of Total TV and news media video also neatly complement each other: TV is a strong medium for brand building and that top-of-mind awareness, while digital media provides precise targeting opportunities and a chance to run a more tactical message.

”Different media provide different opportunities for advertising to shine, and varying your creative execution while holding on to your essential brand elements keeps your message fresh,” says Sinkkonen.

Total TV gives you access to all generations of TV viewers

TV viewing is changing, even in Finland, where linear TV remains strong compared to many other countries. Sanoma’s data shows that older generations prefer linear TV while 25 to 44-year-olds are the biggest viewer group of the VOD service Ruutu. Total TV is the key to reaching viewers across age demographics.

A telling example of the change in the Finnish TV viewing habits is Sanoma’s most viewed show Erikoisjoukot, based on the British format SAS: Who Dares Wins. Streaming is what earns the show its leading position.

“For the second season in a row, half of the views of Erikoisjoukot come from Ruutu, which underlines the growth and significance of VOD,” Sinkkonen says. “Overall, most of Sanoma’s shows are non-live entertainment that lends itself well to VOD viewing.”

TV commercials have an average watch time of 12 seconds – compared to the 2 seconds of video ads on social media – which makes them a great canvas for storytelling. Effective TV advertising also makes clever use of sound.

“Not all viewers watch ad breaks, but they often hear the audio as they scroll on their phones or go get a snack. We know that on average, 4 out of 10 ads are watched with eyes focused on the TV screen, while the remaining 6 are mostly listened to. A recognisable audio utilises that.”

An added plus is that a good audio is usable in audio advertising, too – a great opportunity if you aim to reach the Finnish masses.

News media video advertising – visual clarity and pinpoint targeting

A handy companion to Total TV, news media video advertising captures the attention of your audience as they go about their days. Best-in-class ad creatives on digital news media often have a less-is-more approach: they use bright colours, human faces or movement that follows the scrolling direction.

“A video on news media serves as an excellent reminder of a longer-form TV ad,” says Client Manager Sebastian Wikman from Sanoma. “Compared to prime-time TV, it catches your audience closer to the moment they are making purchase decisions in their everyday lives.”

If your strategy already involves video advertising on social media, adding news media to the mix is a simple next step that pays off. The Finns’ unwavering trust in news lends credibility to advertising that happens on news channels, too.

Sanoma’s largest digital news media Ilta-Sanomat and Helsingin Sanomat exceed 300 million page views a week combined.

“The page views and visit frequency of Sanoma’s network are unmatched in Finland. This enables effective demographic, regional and interest-based targeting,” says Wikman.

Explore Sanoma’s news media video opportunities

Use peace and tranquillity to rise above the noise

We live in an overwhelmingly online world that provides a constant influx of stimuli. To both combat the effects of this and make your brand stand out, Tuomo Sinkkonen recommends making use of calmness and ease as a theme and narrative style.

Instead of speeding things up as concentration wanes, try using tempo, imagery and colours that give the recipient space to absorb your message.

“With the world as full of noise and distress as it is, tranquillity can be a winning strategy. We all need opportunities to breathe and rest. Why not use your ad to build a space for that?” Sinkkonen concludes.

Give us a Minute: Tuomo’s creative tips for eye-catching video advertising on news media

Ready to talk about the possibilities of moving image?

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