TikTok Ads is bought on CPM only, averaging $11.25. YouTube Ads is bought on CPM only, averaging $8.75. Analysis for Sweden in 2026.
Sweden is a premium Nordic ad market with CPMs running roughly 25% above US baselines. It's small in absolute terms but disproportionately valuable — high disposable income, strong ecommerce adoption (among the world's highest per-capita rates), and a digitally native consumer base. Google and Meta dominate, but Schibsted (publisher of Aftonbladet, SvD, and Blocket) and Bonnier maintain meaningful premium inventory. Swedish consumers are notably privacy-conscious and consent rates trend lower than southern Europe. English-language creative works better in Sweden than almost anywhere in continental Europe — for international B2B SaaS, English is often the default — but Swedish-language ads still win for B2C and local services. The IMY (Swedish data authority) is active and aligned with broader Nordic privacy norms.
Short-form video advertising on TikTok
Video advertising on YouTube - skippable and non-skippable
The auction, the creative, the budget floor — the three things you actually need to know before picking a platform.
TikTok Ads runs on CPM ($8–12 typical, higher for premium placements like TopView). CPC is available but the platform's optimization heavily favors CPM-bid campaigns. Auction density is lower than Meta but growing quickly; creative quality dominates.
9:16 vertical video (1080×1920), 9-60s (best performance 15-30s), native-feeling — polished ads underperform UGC-style creative here by 2-3x. Sound-on is standard. Captions optional but boost completion.
$500/day ($15K/month) is the practical floor for the Traffic and Conversion objectives to exit learning phase in a reasonable window. Smaller budgets work for Awareness and Video View goals.
YouTube ads run through Google Ads on CPM (for TrueView and Bumper) or CPV (cost per view — you pay only when viewer watches 30s or engages). CPM averages $6–10; TrueView effective CPV is $0.05–0.15. Non-skippable pre-roll runs $15–25 CPM.
6s bumpers (non-skippable), 15/30s non-skippable, and TrueView (skippable after 5s, but you're only charged if viewer engages). 16:9 1920×1080; vertical 9:16 for Shorts inventory. Companion banners boost CTR.
$50–100/day covers TrueView on a defined-topic audience. Bumper campaigns can start at $30/day. YouTube's audience-based targeting means small budgets are viable for niche verticals.