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When Biltema linked its native advertising to the news feed, reach increased by 330%. This is just one of several examples in the Schibsted Native Report 2026 that shows news-related native generates significantly higher engagement in comparison to generic campaigns. The report also shows that advertisers are increasingly taking an active role in the news feed - and this is having a measurable impact.
The Schibsted Native Report, launched for the second year in a row, is produced by Schibsted Brand Studio in Sweden in collaboration with Partnerstudio in Norways. The report is based on native advertising and content marketing, containing combined insights and experiences from both markets.
In both Sweden and Norway, developments are clearly visible with more advertisers in sectors such as banking, insurance, retail, and automotive using so-called news-native to connect their offering to what is top of mind in the target group - and seeing increased engagement as a result.
The report highlights the example of Biltema, who linked their native advertising to the current news situation during Folk och Försvar in Sälen (Sweden's annual national security and defence conference). The brand produced content about crisis preparedness that was displayed on the home pages of Aftonbladet, SvD and Omni. When the communication was adapted to the time and context, engagement and impact increased significant. For example, the CTR from the push notifications to the native content on SvD increased by 330% (in comparison to average CTRs at other times), providing confirmation that relevance and timeliness drive engagement and impact.
"For us, it is primarily about ensuring relevance throughout the year and being close to what is top of mind for the Swedish people. Through native, we can guide, inspire and educate our target groups, with a clear connection to our products", says Johan Gerdevåg, Marketing Manager at Biltema.
Biltema's experiences reflect a broader development that is visible among an increasing number of advertisers.
"Our measurements show that native ads that are based on news stories often perform better and have a greater impact than more generic campaigns. This is evident, for example, through higher engagement, longer reading time, and readers having a more positive attitude towards the content", says Max Schüler, Director of Schibsted Brand Studio.
Users are placing increasing demands on brand communication. Factors such as relevance, timing, authenticity and credibility are becoming increasingly important in how commercial content is perceived in editorial environments.
Martin Schori, deputy editor-in-chief at Aftonbladet provides a journalistic perspective on the development: "It is fundamentally positive when advertisers take their place in the social debate in a relevant and transparent way. Properly designed, native content can add value to the audience. In the best cases, it complements journalism, but it requires clear labelling and respect for the boundary between editorial content and advertising".
Read the report in its entirety: https://brandstudio.schibsted.se/schibsted-native-report-2026-eng/
For further information, please contact Max Schüler, Director of Brand Studio, 070-634 10 71, max.schuler@schibsted.com
About Schibsted Brand Studio:
Schibsted Brand Studio is a content marketing agency that helps companies and brands reach out and engage their target audiences through tailored native solutions in text, audio and video. The content is distributed via some of Sweden's most visited sites, including Aftonbladet, SvD, Omni, Klart and tv.nu
