Research in Finland has found that almost exactly a third of the country's entire advertising spend in Q1 this year went on digital. In total, more than 91 million US dollars was spent on the country's digital ad market in the first three months of 2017. Increased spending on Facebook and Google was mostly responsible for the rise, which sees digital spend in Finland reaching its highest point ever. The largest proportion of spend went on search advertising, which took nearly 30 million US dollars, with YouTube taking the least at just 2 million US dollars. When comparing the quarter to the same time period last year, the most growth was seen in the amount spent on native advertising, which grew 45% over the past 12 months.