Caybon

What Caybon does

Caybon Holding AB (Nasdaq Stockholm: CAYB) is a Stockholm-headquartered public digital media group that produces and distributes branded content campaigns for brands and advertisers across Europe, North America, Asia, and South America. Founded in 2002 and operating with 501–1,000 employees, the group is structured around five wholly-owned operating subsidiaries — Mediaplanet (content marketing campaigns across 16 markets), N365 (conversion-driven native advertising), Splay One (Nordic branded entertainment and influencer marketing, acquired in April 2021), Newsner (Facebook digital publishing across 15 markets), and Appelberg (creative communications).

The group's core technical asset is a portfolio of owned distribution networks totalling 25 million Facebook followers and 42 million YouTube subscribers, which generated 4.2 billion annual video views, 350 million article reads, and 280 million video viewing hours. N365 holds Facebook Preferred Marketing Partner status, providing tier-one platform access for paid social execution. Campaign delivery is supported by a data-driven optimization capability that the group reports has produced 420,000 conversions across 2,250 campaigns and serves an installed base of 9,000 customers. Awards including MIXX Awards (Best Influencer Marketing Campaign, 2021), Communicator Awards of Excellence (2021), and Native Advertising Awards (Best Use of Facebook, 2018) reflect external recognition of campaign work.

Caybon generates revenue through a mix of content marketing services, native advertising fees, branded entertainment engagements, and publishing/advertising revenue on its owned social properties. Go-to-market is sales-led and executed through each subsidiary's enterprise and mid-market client base, with named accounts spanning government/infrastructure (Network Rail), education (Lernia), hospitality/gaming (Resorts Casino), healthcare (ACUTE Center for Eating Disorders), and financial services (Wave). Capital structure is dominated by multiple listed bond instruments (Junior Secured 2021/2030, Senior Secured 2024/2029, Super Senior Secured 2025/2028) alongside equity; between 2023 and 2026 the group has issued convertible debentures, completed multiple bond restructurings, and filed repeated notices of interest deferral, indicating material financial pressure on the operating model.

Name

Caybon

Legal name

Caybon Holding AB

Website

https://caybon.com

Company type

Public

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Caybon is a Stockholm-listed public digital media group that produces and distributes branded content campaigns globally through five subsidiaries — Mediaplanet, N365, Splay One, Newsner, and Appelberg — serving enterprise and mid-market advertisers in 15+ markets.

Ownership category

akta.pro rank

Product category

Content Marketing Services

NAICS

Advertising Agencies (54181), Advertising, Public Relations, and Related Services (5418), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Social Media Creative Agencies (Content & Community) (MPAAAAAE)

akta.pro secondary industries

Social Media & Community Management (BPAFAAAE), Social & Digital-First Branded Content (Short-Form, Influencer, UGC-Style) (MPADAEAB), Influencer Marketing & Creator Marketplaces (BPAMALAG), Influencer/Creator Marketplaces & Brand Deal Platforms (MPACABAI), Digital PR & Social Media Communications (MPAAADAJ)

Keywords

• Content marketing services
• Digital media production
• Native advertising campaigns
• Branded entertainment solutions
• Influencer marketing agency

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Content Marketing Services: Full-service content marketing campaigns including strategy, content creation, and distribution across owned and paid networks. Revenue generated through campaign fees and media buying margins.
2. Native Advertising: Data-informed native advertising campaigns distributed across owned publisher networks and social platforms. N365 platform specifically focuses on native advertising with 10+ years of Facebook marketing expertise.
3. Branded Entertainment: Splay One generates revenue through branded entertainment and influencer marketing campaigns in the Nordic region, creating content that connects brands with target audiences.
4. Publishing Revenue: Newsner generates revenue through publishing content on owned Facebook pages with 20+ million page likes, monetizing through advertising and sponsored content.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Caybon produces and distributes digital content marketing campaigns for brands and advertisers globally through five wholly-owned subsidiaries: Mediaplanet, Appelberg, N365, Newsner, and Splay One. The group delivers content marketing, native advertising, branded entertainment, and influencer marketing services using owned social media distribution networks (25 million Facebook followers, 42 million YouTube subscribers) across 15-16 markets in Europe and North America.

Product overview

Caybon is a digital media company operating a portfolio of five distinct subsidiaries, organized as a group holding structure. The parent company owns and manages the subsidiaries while each operating brand maintains its own specialization: Mediaplanet focuses on content marketing campaigns across European and North American markets; N365 provides conversion-driven content marketing and native advertising services globally; Newsner operates as a digital publisher with extensive Facebook distribution networks; Splay One specializes in branded entertainment and influencer marketing in the Nordic region; and Appelberg provides creative communication agency services. The group leverages shared distribution networks (25 million Facebook followers, 42 million YouTube subscribers) and data-driven optimization capabilities across its brands to deliver branded content that drives measurable results for clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Mediaplanet Content marketing campaign platform delivering branded content campaigns to enterprise clients across 16 markets in Europe and North America, combining print and digital distribution to reach engaged audiences.
• Appelberg Creative communication agency working closely with client marketing and communication departments to generate maximum effect for brands through content creation and campaign development.
• N365 Conversion-driven content marketing agency operating in over a dozen markets across Europe, North America, Asia and South America, specializing in native advertising, data-driven optimization, and paid media campaigns across digital channels.
• Newsner Digital news and entertainment publisher operating Facebook pages across 15 markets with emphasis on the Nordics and US, publishing news and entertainment content including videos across multiple languages and platforms.
• Splay One Nordic powerhouse for branded entertainment and influencer marketing, creating influencer-driven campaigns and branded content for TikTok and other social platforms targeting young audiences.

Quantifiable outcome

• 4.2 billion video views and 350 million article reads annually across owned networks
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor and core.

• We EffectminorStrategic or Co-development Partner · 1 December 2021We Effect partnered with Splay One for the 'Hela Sverige mot Hungerpandemin' campaign to draw attention to global hunger pandemic and raise money through influencer mobilization
• Vi-skogenminorStrategic or Co-development Partner · 1 December 2021Vi-skogen and its twelve member organizations partnered with Splay One for hunger pandemic awareness campaign
• Facebook (Meta)coreTechnology or Integration · 1 January 2021N365 is a Facebook Preferred Marketing Partner with 10 years of experience in Facebook marketing and daily contact with Facebook for campaign planning and recommendations

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Taboola: Content discovery and native advertising platform serving advertisers and publishers globally. Directly comparable to Caybon's owned-network content distribution model.
• Outbrain: Native advertising and content discovery platform. Comparable to Caybon's N365/Mediaplanet native content marketing offering across publisher networks.
• BuzzFeed: Digital publisher and branded content operator with strong social distribution — directly comparable to Caybon's Newsner (Facebook publishing) and branded content activities.
• Jellysmack: Creator economy platform that distributes and monetizes video content across social platforms. Comparable to Caybon's Newsner and Splay One influencer/video distribution operations.

Broad incumbents

• WPP: Largest global advertising holding group with content marketing and digital media services that compete with Caybon's portfolio, but at much greater scale.
• GroupM (WPP): World's largest media investment group; competes broadly with Caybon's content marketing and paid media buying services as part of a much larger portfolio.
• Publicis Groupe: Global advertising and communications holding company with content, media, digital, and influencer capabilities overlapping Caybon's subsidiary portfolio.
• Dentsu: Global advertising holding group with content marketing, digital media, and creative agency capabilities that overlap with Caybon's full-service content marketing offering.

Regional players

• Talon Outdoor (Now part of IPG): Outdoor and digital media agency with strong European presence. Comparable to Caybon's N365 European footprint and content-driven media planning capabilities.

Emerging players

• Insider (Business Insider): Digital media publisher with branded content studios. Comparable to Mediaplanet's branded editorial campaigns and Newsner's publisher model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Caybon
• LinkedInlinkedin.com/company/caybon

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Caybon