Behind this initiative are Karin Schmidt, Head of Business Development, and Frederic Skalberg, Commercial Advisor Podcast.

Schibsted Brand Studio creates customized solutions in text, audio and video that are distributed through Schibsted’s websites. With this new initiative, users will be able to choose whether to read or listen to native articles with the help of AI.

The background for this initiative is the growing interest in audio content and changing consumer behavior, where more and more people are experiencing the benefits of listening to news, documentaries, and entertainment.

– Today, 30 percent of all media consumption happens through audio, and this initiative is a natural step for us in our efforts to make our content as accessible as possible for our users in their daily lives. All tests and new technologies are important tools for shaping the optimal user experience of the future, says Frederic Skalberg, Commercial Advisor Podcast at Schibsted Brand Studio.

In the long run, Schibsted Brand Studio plans to offer all advertisers the opportunity to have text articles in audio format, but the first to test the technology is the electricity company Tibber, which, in a campaign, explains how consumers can reduce their electricity costs. Read more about the campaign here.

If you want to learn more about Schibsted Brand Studio’s work, you can read more and contact them below.