On the Pulse: FT.com unveils new digital advertising campaign
22 April 2014
This week FT.com unveils a new digital advertising campaign to attract a younger generation of business professionals in the UK.
With the tagline “Find your personalised Financial Times at FT.com” the campaign targets commuters with digital posters at London’s busiest commuter stations, such as London Bridge and King’s Cross. For readers who get their news on the go, the multi-channel campaign works with a series of bespoke rich media and video ads optimised for mobile devices, as well as homepage and section takeovers on sites like the Guardian, the Economist, Bloomberg and Yahoo Finance.
Toni Ellwood, Head of Acquisition Marketing at the Financial Times, says:
“Almost half of FT.com traffic now comes from mobile devices. This campaign effectively reinforces the Financial Times’ relevance to an audience which is increasingly time-poor and accesses news on the go.”
Will Frappell, Client Partner at Essence, says:
“We have used partnerships, technology and exciting creative formats at key sites to bring FT’s proposition to life for a digitally savvy, business-focused audience. It’s a great way of showing FT’s commitment to a multi-channel strategy that makes it easy for readers to access the news on their terms and on their preferred devices throughout the day.”
For more information on the Financial Times and their digital advertising campaign, go to FT.com.