Details
Schibsted Media is now launching native advertising through a self-service platform, where a specially developed AI tool generates the content. This solution makes it easier and faster for advertisers to reach and engage their target audiences—even with a smaller budget.
“With this strategically important initiative, we are making it possible for even more advertisers to harness the power of native advertising on Sweden’s largest news site, Aftonbladet,” says Joakim Flodin, CEO of Schibsted Marketing Services.
“By combining the latest technology with our expertise in native advertising, we can offer a product that has been missing in the market,” says Joakim Flodin, CEO of Schibsted Marketing Services, alongside Eric Rostedt, Project Manager and Head of Native Go at Schibsted Media.
Native Go is being launched as a first step on Aftonbladet, with plans to gradually expand to include Omni and Svenska Dagbladet.
This solution is tailored for advertisers with limited time and resources or those looking to spread their budget efficiently to ensure a continuous presence throughout the year. It is also ideal for businesses and brands that want to secure quick visibility in the news feed, especially if they already have a press release or other prepared material as a foundation.
“A traditional native campaign involves a more in-depth collaboration, which is not always feasible for all advertisers, often due to time constraints. With this solution, we reach a completely new audience while further strengthening our position as the market leader in content marketing,” says Joakim Flodin.
“By integrating the latest technology with our deep expertise in native advertising, we are filling a clear gap in the market with a much-needed product,” he continues.
AI-generated articles with expert oversight
Articles are created using an AI tool with a custom-developed language model trained to fit within an Aftonbladet context. The content is generated based on a structured template, designed around classic and well-proven native storytelling techniques. To ensure quality, Schibsted Brand Studio’s experienced content experts are involved throughout the entire process.
“The message is always the most important aspect, and dialogue with the client is absolutely crucial. We never publish an article without one of our content experts ensuring its accuracy and relevance,” says Eric Rostedt, Project Manager and Head of Native Go at Schibsted Media.
Schibsted Media has developed Native Go in close collaboration with advertisers and media agencies to best address various needs and challenges.
“Together, we are taking a major step forward in modernizing and simplifying native advertising—making it easier than ever for advertisers to reach their audiences on our news platforms,” says Eric Rostedt.
How Native Go works:
- Advertisers submit a form with information about their message, content, and target audience. Images are uploaded, and a publishing period is selected.
- A language model generates an article based on a predefined native template and Aftonbladet’s editorial tone.
- Schibsted Brand Studio’s content experts review, refine, and approve the article before publication.
