Blogs Aimed at Advertisers

For MTV3 and Sub in Finland, what could be more natural for keeping advertisers updated about online advertising possibilities than a website? With the business-to-business website Spotti.fi, the two TV channels provide information about ongoing and upcoming programming, advertising opportunities, hot topics and current affairs in the media world and more.

"Visitors are mainly from our three main interest groups: advertisers, advertising and media agencies," says Pirita Hiltunen, executive producer at MTV3 who works with Spotti.fi. "We also get other groups, such as students of media and communications." The site gets some 3,000 visitors weekly but has also had as many as 6,000.

And to make the site even more useful, in February 2011 a new feature was launched on Spotti.fi: Spotti blogi - Spotti blogs. "Blogs are nothing new as such," says Hiltunen. "But business-to-business blogs are fairly rare in Finland. MTV MEDIA wanted to be among the first on the scene. Business-to-business blogs give personal insights on phenomena within and affecting the media industry in Finland and also internationally. They challenge the reader to think and react and bring out the individuals behind the brands."

The individuals Hiltunen is talking about come from all areas of the company, producers, marketing managers, digital planners - as well as the CEO Pekka Karhuvaara. "The goal was to gather a versatile team from throughout the company," says Hiltunen. "Plus, anybody who wants to write will get published." So far, there are 30 bloggers, and the goal is to have at least two posts per week - although the reality is that it varies greatly, she says, sometimes there are dry periods and sometimes there are multiple posts in a day, depending on what is happening and what people want to write about.

"Spott blogi has several missions," says Hiltunen says. "It makes MTV3 and Sub more available and shows that we really have our fingers on the pulse of the media scene - and we want to share it. Spotti blogi gives not just a face but faces to our company and lets both big and small voices be heard."

You can read the blogs here (in Finnish).