"At Sanoma Media Finland, Tuomas says his job is clear: drive commercial growth that matters. No excuses, no hiding behind market shifts, he says he has to turn change into opportunity. Before stepping into Sanoma's CCO role, Tuomas led Avidly Plc., which was then listed in Nasdaq First North Helsinki. When he joined Sanoma in 2018, it was to continue the company's transformation and drive digital advertising"
"He explains that the advertising market has long felt like a two-horse race dominated by Google and Meta. But in Finland, Sanoma Media is proving there's a third way - and it's powered by AI, attention metrics, and a refreshingly simple pitch to advertisers. Airisto isn't sugar-coating the state of the traditional media market. It's been in a "long-term decline." Yet, as he looks toward 2026, he sees a turning point. Digital growth is finally starting to fully offset the erosion of print and linear"
Tuomas Airisto leads Sanoma Media Finland's commercial growth, focusing on turning market change into opportunity. Sanoma pursues digital advertising expansion to offset long-term declines in print and linear channels, aiming for a turning point by 2026. The company avoids emulating social platforms, instead strengthening core media strengths and offering a distinct third option to advertisers beyond Google and Meta. AI functions as the operational engine across newsroom and ad sales, enhancing productivity, user experience, and enabling monetisation beyond indirect gains. Sales teams are augmented by AI to handle routine tasks, freeing human talent for higher-value commercial work.
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