Schibsted and Bonnier News creates a common currency for online video

Serdar Ok, Head of Insight at Bonnier News Commercial, and Estelle Douglas, Director of Marketing and Insight

Some time ago, Schibsted and Bonnier News departed from MMS as the currency for online video due to measurement issues. Now, the conglomerates are jointly taking on the task of measuring and evaluating online video in collaboration with Kantar Sifo.

This means that Kantar Sifo will third-party measure all video traffic for media houses on Aftonbladet TV,, Aftonbladet Livsstil, Expressen TV, and Di TV, automatically matching this against data on video campaigns booked in the media houses’ ad management systems. The campaign results are collected and reported in Kantar Sifo’s campaign portal.

– With Kantar Sifo’s measurement, we provide the market with an automated comprehensive measurement of online video campaigns. We measure a campaign’s reach, impression, frequency, demographics, number of initiated streams, completion rate, and consumption broken down into quartiles, says Serdar Ok, Head of Insight at Bonnier News Commercial.

For both Bonnier News and Schibsted, it has been important to find a solution that can measure all online video campaigns, regardless of purchase method, allowing media agencies to track and evaluate video campaigns from Sweden’s two largest media houses.

– To be commercially viable and fully transparent about the impact on our clients’ investments, we are very pleased that, together with Bonnier News, we have landed on Kantar Sifo’s technical solution, says Estelle Douglas, Director of Marketing and Insight at Schibsted.

Would you like more information? Contact us below!

Serdar Ok, Head of Insight, Bonnier News Commercial. 
Telefon: 070 145 43 59  E-post:

Estelle Douglas, Director of Marketing and Insight, Schibsted. 
Telefon: 070 979 24 95. E-post: