Innovation or not, video billboards are helping VG.no hold onto its position as the top destination for news in Norway.

In an INMA ‘audio and video innovations’ blog, video innovations head Camilla Brække says it’s a position they do not take for granted. “Our purpose and mission are to empower Norwegians with world-class journalism,” she says. “In a fragmented media landscape, we want to make it easier for Norwegians to consume VG news. Therefore, we are now also bringing our news into the public space.”

Editorial video-driven news concepts from VG are now dominating urban environments in Norway – airing on more than 1000 public digital screens, out on the streets, and in public transport areas, shopping centres, airports, waiting areas and schools, making VG “a part of people’s daily lives”.

VG marketing head Hilde Gammelsæter says innovation is a confusing word with multiple meanings, “but we can all agree that it is important.

“An academic understanding of the goal of innovation is that it is to create value, either economic, social, or other forms of value. A key question could then be: How do you maximise the value that is being created – and how do you capture some of this value? In an industry where changes happen rapidly, we believe one way is by combining forces.”

With a solid presence outdoors historically, VG has secured its future position and created top-of-mind awareness through a new partnership with outdoor advertising company JCDecaux. “Traditionally, commercials dominate digital surfaces,” she says. “By collaborating, we are changing this and giving the people out on the streets a new value proposition, in addition to all the commercials.”

With a rich menu to offer digital screens, the huge screens now feature multi-use video concepts such as VG News, explainer videos, entertainment shows and financial news.

JCDecaux’ sales director Torgeir Johannessen says introducing high-quality editorial content to commercial screens benefits our different partners and stakeholders. “Advertisers benefit from even more relevant screen content, and our landlords and partners appreciate the added benefits for their visitors and passengers.”

Everybody benefits: People are informed and empowered, the digital screens increase in value, and VG maintains its goal to inform while also building that top-of-mind position.

“Together with these companies, we create synergies in an industry where changes happen rapidly,” says Camilla Brække. “Together we are exploring new ways to create and capture value. We still have a lot to learn, and we are looking forward to doing it together.”