IAB Finland has chosen IRM, the Institute for Advertising and Media Statistics, as the new supplier of search and social figures in Finland.
The aim of the- co-operation is to strengthen data quality and improve the comparability of Finnish figures with other Nordic markets. IRM is a Nordic specialist in advertising spend data and produces corresponding market data in Sweden, Norway and Denmark.
IRM’s methodology is based on a combination of survey data and IRMs proprietary econometric models for platform spend. Due to the methodology change, restatements have occurred and figures have been updated to reflect these until 2024. 2024 figures are therefore not comparable with previous years.
The IRM reporting will be more detailed in relation to social. Social will continue to be presented as a total, but will also be split into subcategories social video and social display.
“IRM produces the advertising spend data in Scandinavia and has a long history of producing quality reports on digital advertising spend. We are delighted to have appointed IRM as our partner given the IRM team’s unique deep subject matter expertise in advertising markets matched with their expert statistical knowledge.” commented Anni Linntula, CEO of IAB Finland
”IRM is looking forward to presenting search and social advertising spend in Finland and securing a world class measurement for the Finnish market” says Madeleine Thor, CEO of IRM.
About IAB Finland: IAB Finland is a community of enthusiastic and curious professionals whose purpose is to accelerate the growth of member companies through digital advertising and marketing. IAB Finland is part of the international IAB family. In Europe, IAB has operations in 29 countries and almost 70 countries worldwide.
About IRM: IRM is Scandinavia's leading authority on media investments. The Institute for Advertising and Media Statistics (IRM) collects, processes, analyses and publishes reports and forecasts on the Scandinavian advertising and media markets. IRM's material is a source of knowledge with information on trends, relationships and developments within the advertising and media markets.