DIGIDAY – 19/03/2020
Lucinda Southern
The Financial Times has strengthened how it tests its ad products, backing them up with data showing the formats drive brand uplift metrics like consideration, preference and purchase intent. The result: The publisher has attracted more luxury ad buyers, earned repeat business and seen a positive uptick in revenue.
With over 1 million paying readers, the business and finance publisher has to be pretty conservative about how it rolls out new ad products to make sure it doesn’t rankle those funding it. After six months of work, it developed a framework for new ad products last year to understand how formats deliver on clients’ brand business objectives.