The asset decides_the outcome

01

What you buy in asset work

Assets are designed together with media planning, so the format and the way it is bought are decided at the same time. From NØRR3 you buy audience insight for the brief, assets that fit each channel based on the hero idea, and templates when versions are made in NØRR3 Marketing Engine. We also check the assets and keep the versions up to date during the campaign.

69 %* of Finns say they fast forward or skip advertising whenever they can, about 2 713 000 people. The bought moment is wasted if the asset does not earn attention, or if one asset tries to do every job at once.

02

Three jobs for assets

The hero asset carries the campaign idea and builds the brand. The consideration level, which we call mid-funnel, explains why this brand. It speaks to people who know the brand but have not chosen it yet, with benefits, reasons and comparison. The tactical level drives the purchase: offer, price, availability and the nearest store.

The level describes what the asset is for. The channel is chosen separately, and one channel can carry more than one level: TV can launch the idea and also announce an offer. When the levels are planned together, the versions differ in what they are for as well as in size. A brand funnel study helps decide which level deserves the most weight.

03

The agency creates the idea, we take it into the channels

We work closely with advertising agencies. The campaign idea and the hero assets usually come from the agency, and we bring to the planning what we know about where and how the asset will be seen.

We usually help produce the consideration and tactical assets from the hero idea. The whole campaign then speaks with one voice, while each version does its own job in its own format. A vertical version gets its own copy, so the message works in the shape in which it is seen.

04

A brief with a measured audience

We tell the agency two things about the audience. The first is media behaviour: which TV channels, streaming services, social platforms and news media they follow, at what time of day, and how holidays change it. When this is known before the ideas are developed, the idea is designed for where it will be seen.

The second is the audience's interests and attitudes: what they are interested in, which brands matter to them, how they feel about advertising and influencers, and how their own finances look for the coming year. Both come from NØRR3 Media Insights, the same data the media plan is built on.**

05

Templates for the DCO & Templates app

For ad versioning in the DCO & Templates app, we build approved templates. We make them from the look of the hero asset, and they are approved before use. From an approved template, DCO & Templates produces versions in the supported formats and sizes. The supported formats are display, social, video, DOOH, CTV and audio. An approved TV spot can be turned into length versions, and a radio spot into versions for regions and locations. When a product feed is connected and maintained, store-specific offer versions are made from the feed.

Templates are needed only for ad versions in the DCO & Templates app. The Media Insights and Business Dashboard apps work without them. The Dynamic advertising page explains what the feed requires.

06

Checks and version upkeep

We check every version before launch: the text fits, the details are right and the brand is recognisable. In a short video the key information comes first, and out of home copy has to be readable at a glance.

During the campaign we swap versions as results and offers change, and remove the ones that are out of date. Where needed, a campaign study shows whether the asset was remembered and whether people linked it to the brand.

07

What our campaigns have shown about assets

In display, a large vertical format has beaten the other sizes with the same creative.*** In video, a short 6 to 10 second version has earned more viewing for the same money than a long one.***

In radio, too many spot versions have broken up the memory trace, because recall is built by repetition.*** So the number of versions is set by what the campaign has to say.

* NØRR3 Media Insights, Norstat panel, wave 9, August 2026, n = 2 022, aged 18 to 74, margin of error ±2.0 percentage points. Statement: I fast forward or skip adverts whenever possible (multiple choice: which of the following describe you). ** NØRR3 Media Insights: media use, weekday and holiday rhythm of media use, interests, important brands, attitudes to advertising and influencers, and financial outlook. Not every question is asked in every wave. *** NØRR3's own campaign bank, campaign reports 2024–2026: each lesson recurs in campaigns across at least two industries and two advertisers.