FT’s Great Paywall Pause FTW
31 May 2016
The Drum’s MOMA awards celebrate the best marketing on mobile. That’s why we’re over the moon to have won in the “Most Effective Programmatic Buying Mobile Campaign” category for our work with the Financial Times.
The Financial Times (FT) has long been compulsory reading for anyone with a hand in finance. The FT wanted to unlock new subscriber growth from a younger, international, connected audience with broad media-consumption habits. This meant directly challenging a new competitive set of quality news outlets outside finance — many of which are free to read. That’s when we conceived the “Great Paywall Pause”. Learn more about the campaign here.
Here are the two teams celebrating the win at the MOMA awards dinner. What a night!