Bonnier Ad Network Launched

A new ad sales product is on offer from Bonnier in Sweden: the newly launched Bonnier Ad Network. For the first time, premium digital ads for both desktop and mobile sites from Bonnier’s major Swedish newspaper and other brands will be available sold as one product with the combined reach the sites together offer via one contact, instead of having to contact each respective company individually.

The new network, which was developed by the Bonnier News business area, includes ad space from  Expressen, as well as national daily Dagens Nyheter, business daily Dagens industri and southern Swedish dailies Sydsvenskan and Helsingborgs Dagblad – all part of the Bonnier News business area. The new ad network extends even beyond the business area boundaries as well and is connected to Bonnier Tidskrifter’s magazines, Swedish homeowner magazine Vi i villa, which is part of Bonnier Publications, as well as TV4’s recipe site recept.nu.

“With this new product, a number of Bonnier’s respective sites are offering ad space to the network that can be sold both for desktop and mobile, and in premium spots,” says Alexander Lydecker, head of ad sales at Swedish national daily Expressen and responsible for the new network, which has been developed by the Bonnier News business area.

The network can also provide niched advertising for specific target groups based on data collected by Bonnier Insights. “This puts the product in a very premium category, considering the relevance you can achieve via the network as an advertiser,” says Lydecker.

Not only will the Bonnier Ad Network have actual sales representatives selling space, but there will also be available programmatic advertising, with ad space auctioned off automatically via software.

“As an advertiser or ad agency, you’ll be able to buy products extremely effectively especially when you look at the programmatic options where you even can set up your own priority spots to limit the auctioning or skip it altogether. You’ll be able to buy space automatically in real time, while we’ll provide an extremely high level of service with actual sales representatives. The market is hungry for a contact person who can offer a very high relevant reach, and we can now provide that.”