Attention you have to_earn

01

Display, online video and streaming

A display ad appears on a news site or another online service, next to the content the reader came for. It suits broad reach, changing an offer or a price quickly, and reaching people who have already visited the site. Online video, such as YouTube, runs before or within the content, and the viewer can often skip it. Video on streaming services runs while programmes are being watched, and it resembles TV advertising.

The same channel can serve awareness, consideration or purchase. The job is chosen by the campaign's objective, and the weight of display and video is decided in the media plan.

02

When display and video pay off

Display and online video pay off when the audience is online and the message benefits from images or moving image, when young people have to be reached alongside TV, or when an offer, a price or availability has to change quickly. Streaming video fits when a TV-like environment is needed for an audience that watches programmes online.

If the audience is older and broad coverage is needed quickly, TV usually reaches it more widely. People ready to buy are often found through search. Display and video are planned alongside these.

03

Where the online audience is

82 %* visit news sites at least weekly and 53 % daily. 65 %* watch YouTube weekly, with a wide age gap: 84 % of 18 to 29-year-olds against 46 % of 60 to 74-year-olds. Online video reaches young people whom traditional TV reaches less well, and display on news sites reaches a broad adult audience.

The audience that sees ads on streaming is limited. 35 %* subscribe to at least one streaming service without ads and 21 % to one with ads. So video reach is built from a combination of services.

04

Format and message length

In a display ad the first view has to carry the whole message, because the reader is looking at the content, not the ad. Large, high-impact formats cost more per impression, so their use is justified by the objective. In video the message length is chosen by platform: in skippable video the point is made in the opening seconds, and on streaming there is more room for a story.

A higher click-through rate does not on its own mean a better business result. The format is judged by what the campaign has to achieve.

05

Viewability and the right metric

An impression does not mean the ad was seen. Before the campaign we agree what viewability and a view mean, and we measure viewability and brand safety with an independent tool. A video view can be defined, for example, as a share watched or as an ad watched to the end, and the definition affects the cost.

The metric is chosen by the objective. In an awareness campaign we track reach, frequency and viewability, and recall is measured with a campaign study where needed. In a campaign aimed at purchases we track enquiries or purchases once the tracking is in place. In our campaigns the ad on streaming has almost always been watched to the end but has produced few clicks,** so its result is not judged by click-through rate.

06

Asset versions

The campaign idea usually comes from the advertising agency, and we help turn it into versions for display and video formats. When ad versions are produced in the DCO & Templates app in NØRR3 Marketing Engine, we build approved templates for them, and the versions are produced in supported formats.

When a product or store feed is connected and maintained, store-level offer versions can be produced from the feed. We check the feed and the versions before they go live.

07

What our campaigns have shown about formats

In display, a large vertical format has beaten the other sizes with the same creative in most campaigns, regardless of the way it was bought or the medium.** A high-impact format costs more per impression, but it has produced a click-through rate several times higher than a standard banner and has shown up in recall as well as in clicks.**

In video, a short 6 to 10 second version has earned more viewing for the same money than a long one.**

* NØRR3 Media Insights, wave 9, Norstat panel, August 2026, n = 2 022, aged 18 to 74, margin of error up to ±2.2 percentage points. Age groups: 18 to 29-year-olds n = 400 (±3.5 percentage points), 60 to 74-year-olds n = 559 (±4.1 percentage points). ** NØRR3's own campaign bank, campaign reports 2024–2026: each lesson recurs in campaigns across at least two industries and two advertisers.