FT Campaign Targets Young Professionals on Mobile Devices

FT april 2014The Financial Times has launched a digital ad campaign to target a younger generation of business professionals in the UK.

The campaign used the tagline: ‘Find your personalised Financial Times at FT.com’. It includes digital poster sites at key London commuter stations and bespoke rich media and video ads optimised for mobile devices. It will run until the end of May alongside an existing digital media acquisition campaign across Facebook and Twitter.

“Since the launch of our digital media acquisition campaign last year, we have seen that 40 per cent of new readers through this initiative were in the 24-34 age group – one we hadn’t specifically targeted previously,” said Toni Ellwood, head of acquisition marketing at the FT.

“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. We remind readers that the FT keeps them informed – whatever their location and preferred reading habits – with the latest international business, finance, economic and political news and analysis.”

The creative concept and media strategy for the multi-channel campaign was created in partnership with digital agency, Essence.