Goals and objectives
Major bank SEB is one of the largest advertisers in Omni, acclaimed as Sweden’s and Europe’s best news service, with two to three ad-labeled articles/week in 2016. Omni’s version of native advertising resembles Omni’s unique journalism, twitter-brief articles linked to external sources. The partnership includes SEB’s texts being produced by Schibsted Content Studio, and being required to maintain the same high standard as editorial material. SEB’s materials use the bank’s expertise on both niche and broad topics. Articles are reworked in a brief format and link to full articles or videos on SEB platforms. In Omni’s environment, articles are accompanied by widgets for subscription to the SEB newsletter and a library of previously published articles.